Official-looking information panels and giant posters on existing scaffolding announced the construction of a gigantic “Ricardo” shopping centre. 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.

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.