When Belgium's first radio station Radio 1 presented their new identity consisting of new programs, new presenters, a new logo and a brand new baseline: Always curious.
They overlooked one minor detail: alwayscurious.be.
The association of Belgian lawyers used this in a smart way, they bought the alwayscurious.be domain name and published a video on it asking for an exchange:
a few minutes of air time on Radio 1 to talk about cybersquatting, intellectual ownership,… for their precious domain name.
Always curious about how Radio 1 would react ?
A lot of press coverage and a few minutes on Belgium's most popular morning news show.
And all this for the price of a domain name: 9€