We have chosen to create a criminal hype in Belgium. We wanted everyone to feel a bit like a criminal by distributing bags with the visual of a revolver. When you held this bag, it looked like you were holding a gun in your hand. This created great visibility and rumour around the brand. This criminal bag was given whenever you bought a novel by Pieter Aspe. On the backside it contained information about the new novel and the new television series.

At the present time we have no definite results yet, but the publisher could provide us with intermediate figures: "Our sales target for 1 year has already achieved after 5 months." The criminal bag certainly contributed to this success.