How to convince the hard to reach millennial audience of the importance of online safety? For Microsoft, we came up with an awareness campaign that we executed in collaboration with B-Brave.

Together with the popular Dutch boyband we set up a hoax, aiming for it to go viral. And it did. An Instagram photo that ‘accidently’ showed the phone number of one of the band members instantly set off an outburst of social media shares. The hoax also generated a lot of publicity in traditional media, on both a national and an international level.

PR Awards

Progress Communications was awarded a Global Sabre PR Award for the B-Brave hoax – something that has never been achieved by a Dutch agency. The campaign was selected by a jury from more than 6,000 cases that were submitted from all over the world. We also won an EMEA In2 SABRE Award and a Dutch PR Award for the case.

Read more about the hoax on Sway