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RIA – Nuti-Mati

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PROBLEM: People of Estonia use smart devices without sufficient precaution. Does not seem important enough. 
CHALLENGE: Make the complicated and boring subject really noticed with almost no agency budget at all. 
SOLUTION: We created a qrotesque “youtuber” character called Nuti-Mati who gave rather dubious advice on his Youtube channel and Facebook page. He attracted thousands of followers very quickly. His videos were hugely popular and got a lot of media coverage. But no one suspected what was coming next. Just when his popularity peaked, strange things happened. His Facebook was hijacked and compromised. And finally, shut down. 
RESULTS: For the very first time in Estonia, the subject of Smart Device Security crushed the barriers and received a great deal of attention.