The Generali Insurance displayed burned shirts and blouses in shop windows in exclusive fashion boutiques. To the surprise of window shoppers the price on the label was EUR 0,-.

A note on the label and brochures in the shop explained the promotion.

The number of incoming calls at the Generali information hotline increased significantly during the promotion period. The brochures were out of stock within two days and had to be refilled several times. Even the fashion boutique owners noticed an increase of customers.