Some things never change. Until they do. Take for example the iron nail. Since ages, the iron age to be precise, nails are long, straight and provided with a flat head to increase the chance of hitting it right on the head with a hammer.

From the earliest times all nail heads are round. A shape that is practical, technical, functional and logical. But sensual? No, not really.

And exactly that fine romantic touch is what you to need reach the heart of the lady or gentleman you love at February 14th, Valentine's Day.

Reason for GAMMA, the biggest do-it-your-self chain in the Netherlands to introduce: the Valentine's nail. With a head in the shape of a little heart.

The design and manufacturing of special iron nails. Instead of round nail heads they are provided with heads in the shape of a little heart, to give a romantic touch to ordinary woodwork.

The week before Valentine's day all GAMMA client card holders with a crush on someone could pick up a bag of -how appropriate- 14 special Valentine' s nails with heart-shaped heads for free. 100.000 bags of Valentine's Nails were distributed.

- 100.000 bags of Valentine's nails were picked up by GAMMA Client Card holders.

- Free publicity on several national tv-shows, in national and local newspapers, magazines and blogs.

- Rise Top-of-Mind Awareness GAMMA by 4% compared with the previous month.