The focus of the concept was crystal clear: create huge impact, become talk of the town, and sell as many books as possible. To achieve this goal we created a powerful cross media campaign. As theme of the campaign we showed dead bodies reading a thriller.

We executed this idea in classical media (print, radio) and implemented it also in non-classical media (we dropped garbage bags all over the city; we created an online thriller game). We even designed the graphics of the books and the page holder.

The main objective was to get rid of seasonality during the summer. This was achieved with flying colours since Gazet van Antwerpen sold as many newspapers during the summer of 2005 as it did during the other months. This was due to the 12,000 people buying their weekly book (so 20% more than the actual objective!) making this action very profitable.