The campaign is mainly based on 2 daily live broadcasted TV spots from 10 different stores:-Live Commercial 1:The consumer is challenged to find lower prices elsewhere. If they can prove that the product's cheaper from Jumbo's competitor, Jumbo returns 20 times the money differences - Jumbo's promise.-Live Commercial 2 (2 hours later):the presenter announces if the challenge has been met. During the 10 day campaign, only 1 person showed up.

In an extremely cluttered media, this innovative campaign had impressive results:-90.9% coverage; 16.1 contacts on average-Effective TV recall reached 14% in a segment where 58% of all ads have less than 1% effective recall-Impressive word of mouth -Increase in sales and clients of more than 5%