The creative concept was to promote electronic devices by exaggerating their erotic attraction. On the website www.hitech-fetish.com, they unexpectedly stumble on offers for the particular products shown on the print-ads. Cosmos, the initiator, is one of Austria's major electronic retailers. The homepage is arranged like a real fetish-homepage at first sight. By the time you click one of the electronic devices on the photos, you see the Cosmos offer for the particular product and realise that it's all about an advertising stunt. The whole campaign was especially created for young and modern people who share a special interest in hitech devices and have a progressive kind of humour.

To gain as many visitors as possible we launched a teaser print campaign with only a website link on it, to introduce a brand-new fetish called ”hitech-fetish“. On the website the visitor unexpectedly stumbled on price offers for the electronic devices shown on the print-ads.

The whole campaign pushed the regular client-website to 70% more users than before.The range of reports reach from Austrian and German newspapers to the „Penthouse“ and even to international hardcore-fetish-magazines.By searching for „hitech fetish“ on Google you get 274.000 hits, refering to weblogs & discussions about the campaign.