We developed a totally new advertising medium: DVD cases available in the branches of VIDEO WORLD. The cover refers to a blockbuster film and stirs interest. Relevant information is shown on the back of the cover. Whoever brings the rental ticket to the counter can directly give 5 EUR to this charity. Therefore the motto: "Don´t just watch. Help." The promotion took place in December 2005 in several stores of VIDEO WORLD.

Observations in selected branches showed that many visitors of VIDEO WORLD examined the DVD covers and read the back side with visible surprise. During the campaign period, an amazing 4% of all video rentals were complemented by a donation of 5 EUR.