•A campaign based on a core promise: Boostore will take e-commerce into adulthood.-From now on, it will be possible to find bargains on the Internet that come with an irreproachable level of service.•A two-stage system of communication, based ona principle of teasing/revelation, intensifying the message and generating a positive buzz around the launch.•Hence the concept of pasdembrouille.com (or noscams.com), an amusing and totally disruptive way of highlighting the situation on the French e-commerce market before and after Boostore.

Performance •During the 2 weeks of teasing:-230,000 visitors-84,000 videos downloaded-1.2 million pages viewed•3 months after the launch:-1 million different visitors/month-13.6 million pages viewed/month