Our insight: The service is great for the pregnant woman, but it is terrible for her “Jewish Mom”.

The solution: We created Mrs. Sara Weinstock – a full-time Jewish mother, worried about losing her daughter. She posts an online blog to fight the new service which would aim to replace her. Sara uses the net to fight the new service in various forums, carries out guilt-ridden conversations, posts videos on YouTube protesting against the new service, all through her motherly charm, whichincludes offering freshly baked cookies. The blog quickly brings together a cult audience, enjoys tremendous exposure in the various media, and even breaks the boundaries of the Internet, reaching the written press and TV.Sara couldn’t stop the new service, but she enjoyed the fight. Click here to view Sara’s blog.

The goal: Awareness and Sales.

The solution: We have created a fictitious company named “Kidsourcing” run by Amos Keidar, an ambitious entrepreneur. Amos’s rather twisted vision is to provide parenting outsourcing services for parents who just don’t have the time or energy. One day, we launched the Kidsourcing website, which offered promising services, solid customer support with a telemarketing crew and an internet  campaign with the winning slogan: “You take care of yourself. We’ll take care of your children”.

Results: After just one week, the Kidsourcing website created a massive buzz amongst parents all over the country and in the media and managed to put one topic on everybody’s lips:  How does one deal with being a modern parent in 2008? After creating such a hype, everyone knew about the parenting courses provided by our client and were more than eager to purchase these courses, which could help them become better parents in a modern day society.