The promotion was created around what men enjoy seeing the most – beautiful women. A TV commercial announced that Fleggaard had made a film with all the stuff that men likes most: Action, lot’s of beautiful women and of course great offers on appliances. But the film was banned by TV and could only be seen on fleggaard.dk. Here men could see a film with thousands of beautiful women creating a great offer on a Siemens washing machine in an usual way.

The campaign created substantial buzz in both broadcast, online and print media, making it into the news on Denmark’s noncommercial national TV channel and all major news and business sites and papers. Thousands of blogs featured the nsfw film and traffic on the website amounted to a staggering 12 million – in a country of 5.5 million people! Sales increased dramatically by 26%.