Info

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Objective
Promote Gmail in Russia.
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Solution
In Russian word "email" translates as "мылo" - it means "soap". Our main benefit is Spam protection, and our message is "clean email". Physical Gmail soap can be distributed in universities dormitories (students are in need of washing), as a viral giveaway.

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Results
Numerous blog coverage around the world, including Wired and Boing Boing.

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