Aim: to increase end-of-year sales. Target group: average, low-income families with children. Primary medium: the Internet. Strategy: to build an online community based on Neckermann.com customer loyalty, popularity of online profiles and the 15-minutes-of-fame tradition. Creative idea: a competition to find 'The Nicest Family' in the Netherlands, Flanders and Wallonia via community platforms where families could promote themselves, react on others, vote and assemble a wish list from the Neckermann.com catalogue. Results: Benelux microsites (which became lively forums for daily conversation) - 726,731 visits; Neckermann.com - visitors increased by 37% in October, 100% in November and 112% in December 2007.