When Belgium's first radio station, Radio 1 launched their new brand identity with a new baseline – “Always curious” – they overlooked one minor detail. They forgot, namely, to register the corresponding domain name: alwayscurious.be. A fact which Famous unscrupulously exploited on behalf of our client, the Belgian Bar Association.
After registering the domain name ourselves, we used it to publish what was, essentially, a blackmail video. In the video, Belgian lawyers demanded a ransom from Radio 1 in the form of a few minutes of airtime to discuss the issue of cybersquatting and intellectual property rights. In exchange, of course, for the release of the domain name alwayscurious.be.
Always curious about how Radio 1 would react?
In the end, Radio 1 had no choice but to comply with the lawyers’ demands, who had effectively already drawn attention to the issue of cybersquatting by cybersquatting themselves. As a result, they attracted a great deal of media coverage which included several minutes of airtime on Belgium’s most popular morning news show.
All for the cost of registering a domain name: €9!!!