In several big Russian cities every day during a week we were throwing real money out of the window of a billboard. There were stickers on the bank notes with stated amount of losses over a season.

The promotion generated public excitement. More than 200 media (including the most popular TV channels, broadcasting stations, newspapers and web-sites) highlighted the event for free. On throwing 240 000 rubles (7000 $) we got free media for the amount that hundreds times exceeded expenditures for the audience over 40 million of Russians.The idea of heatonomy has spread all over the country.