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05/04/2009 by
8684 views

IET: Beware Of The Monkeys

About a month ago (on March 2nd) viral marketing specialist Rebel Virals released a short film, featuring some surprisingly talented monkeys to promote the Institution of Engineering and Technology (IET), one of the world’s leading professional societies for sharing and advancing knowledge to promote science, engineering and technology across the world.

iet_monkey_sign

Beware of The Monkeys

The work is part of the IET’s drive to raise awareness amongst young professionals, connect with a broader target audience – initially to the UK, but with international overspill as a bonus – and demonstrate the value of viral to the IET.

The fun, high impact yet inoffensive viral features a troop of monkeys dismantling a car as they work on their own secret project. The strapline, ‘Evolve quicker’ tries to articulate the IET’s capacity to advance the careers of industry professionals. Because of the low budget character of the campaign, Rebel Virals focused on resources such as IET’s email database and supported this with limited UK-targeted social media seeding and some paid placement to kick-start momentum.

See how a troop of monkeys dismantle a car and reuse the parts to build their own

The IET is better known for their behind-the-scenes work developing the science, engineering and technology industry, rather than their bold marketing strategies. IET hopes to emphasize with this viral marketing effort the quirky and adventurous spirit of engineers and scientists and cast off the commonly-held belief of dull and stuffy. By choosing a wilder side IET is looking to find a new voice that connects with their audience on a more emotional level.

The visual humour comedy sketch can be found on YouTube, MetaCafe, Break, MSN Video, Veoh and has received 112,000 views, 38 comments and 88 ratings.

Source: The Drum, IET Press Release

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