Create interest for the new crime novel "Tyskungen" by Camilla Läckberg; a Swedish crime writer. Camilla Läckberg has a very vivid interest in the psychology behind violence and murder, and has combined this with her perception of life in a small picturesque seaside village, Fjällbacka, where she grew up.

A morbid porcelain plate was distributed to newspaper journalists before the launch.

The plate was a success with nationwide media attention and is now a collectors item. Feedback from the targeting group was extremely positive and the marketing idea was discussed enthusiastically on the internet. "Tyskungen" is also one of Sweden's best selling books, with sales of 100,000 copies in the first two weeks.