Instead of communicating it a serious way we created a joke, seriously played until the end. Lufthansa sent a 44th participant to ESC; "Molvanîan Hairline", coming from the fake-country "Molvanîa".Starting points were a press-kit, sent to 50 journalists, saying that “Molvanîan Hairline” will take part at ESC 2011, introducing a band and song and encouraging the addressees to ask for interviews, and besides that microsites on Facebook and YouTube, where Molvanîan Hairline presented themselves.The band went to Dusseldorf four weeks in advance of the final event and behaved like all the real participants - doing promotions, playing gigs, etc.Only two days before ESCs finals "the secret of singing Molvanîans" (as Germany’s biggest yellow paper wrote) was disclosed.

Between November 9th and December 28th the campaign sold 34,000 tickets achieving an additional revenue of €3.5m. The mailing sold 936 tickets.