The basic idea was to showcase the problem of 'premature ejaculation', in other words 'climaxing too soon.' So we produced 'Deadly Rhododendron', a detective novel full of high tension until the end of the first sentence on page one: 'The gardener is the murderer.' After climaxing too soon, the book has nothing to offer but "Sorry" – just like in the case of premature ejaculation. We cooperated with several bookstores in Düsseldorf and displayed the books at their sales counters for free.

The novel was exhausted after two days and we received about a thousand re-orders. The bookstores were happy to offer an entertaining and high-quality give-away to their customers. And the client was happy to become the talk of the town with sales rising 17% during the month following the campaign.