Once a year the leftist weekly newspaper WOZ Die Webwoche launches a special edition. The task was, to provide as much attention and sales for this special edition. The central question was: How do we make sure you get a sold-out special edition issue, that the whole country will be talking about. The solution: 2013 was the year of data protection scandals.

In a video addressed to the head of the secret service the WOZ offers to sell him the entire edition of 16,000 copies before publication if he wished to prevent the general public from finding out everything about him for the first time, and not vice versa. The video with the ultimatum spreads like wildfire. Terms like WOZ and secret service trend on Twitter. Radio, television and other newspapers run the story. A few hours before publication of the special edition: no reaction from the head of the secret service.

The campaign achieved media coverage worth several million Swiss francs and the special edition issue was sold-out within hours. The video was on Youtube and spread using the WOZ Facebook Page and the WOZ Twitter accounts. We've also used Eboards and print ads to advertise this action.