Voegele Shoes sells affordably priced shoes through over 300 branches in Switzerland, Austria and Slovenia. A significant part of the company's turnover is generated during its twice-annual sales. An Iraqi journalist's shoe-throwing attack on ex-President Bush came at precisely the right moment. Voegele Shoes turned the much-publicized film of the incident directly into a TV spot for the sale, the aim being to find more customers who wanted to exchange their old shoes for a new pair from Voegele. The short, low-budget spot likewise fitted in perfectly with the company's pricing policy.