In the run-up to a value added tax increase, an American motorbike stuntman was used to communicate to D.I.Y. enthusiasts the important size of Hornbach superstores by trying to jump over one. An amateur video captured the event. Usually a campaign like that ends here but this was where the RON HAMMER campaign really started to take off. Step by step the media, both on and offline were brought on board to increase credibility and, gradually, even the non-believers became believers. During four weeks the frontier between reality and fiction was gone: Ron Hammer became real.

Two days after the release of the video (mobile / web) a poster campaign posthumously announced the event. Those who noted the website address in the spot, were led to Ron’s Homepage. Parallel to this, sports and private websites and TV channels started the agreed coverage of Ron - without any hint of advertising. MTV started showing the Ron Hammer music video. In print teenage magazine “Bravo” reported on the crash and Ron Hammer even became the subject of one of their famous posters etc. Live appearances by Ron Hammer at biker events helped nurture his already legendary status.