Junkmen in Greece are quite often Gypsies who drive their trucks around the cities gathering appliances and other stuff. Through speakers on top of their trucks they announce their presence and motivate the habitants to throw away their old items. The creative idea was to give to some of those junkmen a pre-recorded message (that was heard through the same speakers) inviting the residents of the area to throw their old appliances since it is so easy to get new ones from Media Markt stores near them.

This whole act was so innovative that it offered Media Markt huge free publicity in all major TV Stations in Athens and also it was mentioned in several newspapers. It became a true viral by e-mail. Most of all it succeeded in becoming a word of mouth through the whole period it run. Media Markt succeeded obtaining a significant visitors’ increase in all its outlets reaching a total traffic boost of 20,74%.