In the short film, Bring the love back, a smooth-talking male lead found that grandiose statements and superficial understanding were no longer enough to win the heart of his “consumer”. The movie was a word-of-mouth success, generating over 120,000 views and attracting links from over 370 sites.

 

“Our strategy was to seed the movie to a few intellectual bloggers and use them to spread the word,” says Geert Desager, who managed the “Bring the love back”initiative. “When we sent out the film to some of the top marketing bloggers they took it up, just because they loved it. When people see something like this they want to be one of the first to blog about it, so word spreads really fast.”

 

The blog strategy was always central to the first film (“we started the “Bring the love back” blog before the move was even finished,” adds Geert), but the follow-up flick could well find its way onto a broader range of online channels.

 

“We’ll probably make more use of the Microsoft network and Microsoft products to get the message across,” says Geert. “After all, that’s the point we’re making: the second film will answer the questions that were raised in the first – why should marketers invest in online? And why should they do so with MDAS?”

 

The second film, still untitled, is in the early stages of production. At this point, Geert won’t reveal too much about the potential plot, though it seems likely our jilted lover and frustrated other half will be making a comeback.