The radio station would award 100,000 francs for each kilogram (at the time, US$202.55 per kilogram $1,487.19 or €1,120.19 per kg in 2009 currency) that remained at the destination the only condition was that no form of refrigeration should be used. In the autumn of 1958, Radio Luxembourg launched a challenge to transport three tons of ice from the Arctic Circle to the Equator. Landowner Anton Svartisdal assists with extraction of the ice from the Svartisen glacier. They also released a new interview with the expedition's leader Sivert Klevan, who was 84 years old at the time of the interview. To mark the 50th anniversary of the event in 2009, the company made the original documentary of the expedition available online. It was called 'the world's greatest publicity stunt'. When the expedition reached its goal it generated much media attention for the company.

Once the truck had made it through the desert, however, and reached its final destination, it was revealed that the ice block had lost only about 11% of its original weight. Crossing the Sahara, where the truck repeatedly got stuck in the sand, proved both a dangerous and laborious task. The expedition then was followed by a worldwide press corps, and crowds of spectators gathered in various European cities along the route. The truck also brought 300 kg of medicines to the hospital of Albert Schweitzer in Lambaréné. There was no form of refrigeration applied, and the expedition was intended to display the efficiency of the insulating glass wool used.

Responding to a challenge from the radio station Radio Luxembourg, Glassvatt decided to equip a truck to bring a three-ton block of ice from Mo i Rana by the Arctic Circle, to Libreville by the Equator. The ice block expedition of 1959 ( Norwegian: isblokkekspedisjonen) was a publicity stunt carried out by the Norwegian insulation material producer Glassvatt.

Ice blocks