During the financial crisis, the streets were filled with posters where Belgian banks tried to seduce consumers by screaming out 4%. We launched a teasing campaign in the same graphic style saying: 7% for all customers, everybody assumed it was a bank.On the site www.7procent.be, visitors could crack a safe and win 7777,77 euro. If they left their email addresses, they would be the first to know what the 7% action was about. An MGM mechanism multiplied the number of visitors.After two weeks, we revealed it was all about a discount at the Makro hypermarkets.

* On Belgian financial forums, people started to speculate about which bank was behind the 7%.* JEP (Belgian Commitee for Ethical Advertising) received an official complaint from a financial institution because no bank could legally offer 7%.* Makro was interviewed on national radio and newspaper for the unexpected use of traditional media.* 130.000 people made an attempt at cracking the vault online. 54.000 tried to crack it instore.* During the action period, Makro's return exceeded the campaign forecast with 7 million euro(+16%).* 54% of the visitors who received reduction coupons, came back to use them!