2. How the promotion developed from concept to implementation.In spring 2007, George W. Bush fell over with his mountain bike, and this not for the first time. He wasn’t wearing a bicycle helmet. At the same time George W. Bush doesn’t give a very intelligent impression in his speeches. Could there be a coherence here? Sport Factory Outlet gathered up-to-dateness in ads and posters. And showed: it is worthwhile to protect the head with a bicycle helmet.

4. The success of the promotion.The target audience ordered the posters at Sport Factory Outlet, in order to hang them up at home or to send them to friends. Editorial contributions in newspapers and magazines multiplied the advertising effect.

Result: + 87% increase in sales in May/June 2007 compared to the period of previous year. And + 43% new clients, who never before went shopping in a Sport Factory Outlet store.