In order to intensify the message about media and bring it into the main regional focus a motive was chosen, which is amplified using media: “The Hangman” Am I secure from Hacker with my mini iMac? The idea was to strengthen the menacing aspect of the motive with the three-dimensional extension of the axe and a precise regional placement. Billboards were placed around trendy hotspots near Gravis stores but not near kindergartens or primary schools.

In Q4 2005, Gravis recorded the best result in its history. Comparing the turnover of Q4 2005 to Q4 2004 created by iMac sales, we find an increase of 35%. From 55,000 invoices (Q4 2005), 26,000 were signed by new clients. The campaign supported the business. Demand exceeded the offer.