The action reached out to a broad range of age groups, promoting the book in a playful and unconventional way, which wasn´t perceived as classical advertising. The impact of the idea exceeded the expectations, as results show.

The action itself as well as the video documenting it – which spread all over the internet – raised significant interest around the products and the publisher Edel Books: the book sold out within a few days, Edel’s web traffic increased by 300% during the first ten days and the promotion raised international media attention.