The “Hearse” promotion was part of a broad campaign. The motto: “Comedy around the clock”. True to this motto, a hearse was driven round German cities for a day, with a collection of tins tied to the bumper and trailing behind loudly, just like after a wedding. At the same time, free postcards were distributed to passers-by for use as a response element.

The promotion was very attention-grabbing and public opinion was split. However, the numbers speak for themselves: we exceeded our goal of a market share of 0.4%. On the first day alone, Comedy Central achieved a share of 1.2%.