In winter nearly all suppliers advertise with the same clichés: skiers and snowboarders surrounded by snowy mountains. Sport Factory Outlet did exactly the opposite, mailing postcards of tropical islands - but as winter sports enthusiasts see them - to 10,000 existing and potential customers.

The tongue-in-cheek portrayal of island paradises as hell on earth really hit home with young winter sports enthusiasts. In November/December 2009 the sales of skis and snowboards increased by 21% compared with the previous year. The total costs of the campaign were only CHF 12'500 (approx. 13'000 US Dollars) including mailing costs.