2. How the promotion developed from concept to implementation:What if the countless shopping offers from www.ricardo.ch were not sold over the internet? Then giant new shopping centres would have to be built in Switzerland. So fictitious construction projects for real “Ricardo” shopping centres were announced. Such enormous building projects had never before been seen in tiny Switzerland! A baseline told concerned citizens to click through to www.ricardo.ch for further information.

4. Success of the promotion:The click-through rate on www.ricardo.ch rose rapidly during the promotion: +657%! There worried citizens learned: the biggest shopping centre in Switzerland fortunately still only exists on the internet. And they could start shopping online right away.Several newspapers reported on the “Ricardo” construction projects, which multiplied the advertising impact. With a budget of only 50,000 US dollars, the huge product range on www.ricardo.ch became a topic of discussion.