HEMA is a department store in the Netherlands. To promote the online shop HEMA asked for a viral. Instead of a viral we turned the website of HEMA itself into a viral, based on the simple message: "The products of HEMA can now be found online at hema.nl" The website had 700.000 visitors the first week, and 1.500.000 after a month. It featured on all major blogs in the Netherlands as well as worldwide blogs such as Gizmodo, BoingBoing, Wired. It got over 2.400 Diggs. Google blog search reports over 2.000 mentions of the site's name.