MailChimp launched nine different campaigns with phonetically similarsounding prefixes – Limp, Blimp, Crimp, Shrimp, Nail, Snail, Whale, Fail etc. – in a bid to attract as many different target audiences as possible to the brand, leveraging search engine results in the process.

Diego Livachoff: “What I like most about this idea, quite apart from it being fun, strategic and clever, is how they solve a complex brief. The product is difficult to communicate. But the invention of all these cool services and products drives you to the real goal. It’s simply brilliant. They didn’t show what they really are. But they made us experience MailChimp as a company producing ideas to create conversations. And they surely nailed that.”