Utility rates for heating and energy keep growing. In turn people in Russia waste huge amounts of money through windows that cause heat loss during the cold Russian winters. Rehau windows however prevents such heat loss and considerably saves expenses for heating. So ad agency Voskhod decided to demonstrate how people waste money, by literally throwing it out of their low-quality windows.
The promotion generated public excitement. More than 200 media channels covered the story, including the most popular TV channels, broadcasting stations, newspapers and web-sites. Throwing out 240,000 rubles (US$7000) got Rehau free media that reached over 40 million Russians and their message of “Heatonomy” spread all over the country.