Every night in the UK, thousands of young people are forced to sleep on the streets. Some people, on the other hand, choose to. To raise awareness for Depaul UK, a youth homeless charity, Publicis London leveraged the hype behind the launch of Apple's iPhone 6. Joining the queue for the launch outside Apple's flagship London store two days early, Publicis then listed the spot for sale on eBay. Deft campaigning in combination with the allure of Apple's new handset meant the bids soon rolled in. The space eventually sold for £570. But, more importantly, the stunt received national and international press coverage. By underlining the material irony of a global event, Publicis were able to increase Depaul UK's online visibility by 5700%.
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