Viral marketing agency Rebel Virals has created a new short film to promote the Institution of Engineering and Technology (IET) as its looks to target a more mainstream audience and increase its awareness amongst young professionals.

The viral features a troop of monkeys dismantling a car as they work on their own secret project.

The strapline, ‘Evolve quicker’ tries to articulate the IET’s capacity to advance the careers of industry professionals.

James Trezona, director of Rebel Virals, explained the reason for the use of viral marketing by the client: “With viral marketing, the normal rules don’t apply. Brands aren’t governed by precedents, so are free to do something different. This is the IET’s first viral, so we took the opportunity to bring out their wilder side, to find a new voice that connects with their audience on a more emotional level.”

Hillary Cannon, corporate brand manager for IET, continued: “We’re refreshing the IET’s brand, helping to cast off the commonly-held belief that engineers and scientists are somehow dull and stuffy. We’re trying to remind people of our quirky, adventurous spirit through our new brand and recent marketing efforts. We think this viral will go a long way to helping us achieve that goal.”