2.How the promotion developed from concept to implementation:The fountains were turned into huge woks, frying pans and soup dishes with wooden ladles up to 6 meters in length and plenty of dry ice. The message was placed directly on these, complete with the website address for more information and registration.

4. Success of the promotion:The new cooking school quickly became a talking point in the city. It was fully booked for 12 weeks after the campaign. Newspapers, magazines and radio stations reported on the unconventional media strategy and multiplied the advertising effect.