Zurich’s standard of living is so high that people no longer buy second-hand goods to save money. The Zurich Brockenhaus can only survive if it’s articles are regarded as fancy. The event gave items a new, intangible value.

Our target group mistrusts classical advertising. You cannot reach them with ad-based promises but with credible experiences that actively involve them. Culture is relevant to them and PR-based communication more acceptable than classical advertising.

We succeeded in reaching not only our target group but also journalists who write about culture: The entire PR value was seven times that of the campaign budget.

More people came to the opening than the Brockenhaus could accommodate. The exhibition proved so popular that it was prolonged by two months.

The value of the free media coverage (215,000 francs) exceeded the campaign budget seven times. Among other things, the following media aired special broadcasts or ran a cover story: SF1 Swiss National Television (penetration 31%), DRS1 Swiss National Radio, (penetration 38%) and Zurich's biggest daily newspaper, the "Tagesanzeiger", (penetration 51%).

The negative trend for visitors was reversed: during the month of the exhibition, the Brockenhaus had 20% more visitors. There was a lasting 7% increase in sales.