The primary motive in business is profit, and CASH itself embodies this, we used this fact, employing the defining capitalist symbols of bull and bear, to create the “CASHcow” as a way of dramatising attention-getting advertising materials. In preparation for and as an invitation to the event, a cow manure postcard was sent out. Then, under the maxim, “(S)hit happens - the CASHcow shows you how the Swiss economy functions,” 650 advertisers, media people gathered in the main Zurich railway station to play CASHcow manure bingo or rather to eat and drink to the strength of the Swiss economy.

Of 850 people invited, over 75% showed up at the CASHcow Event. There was a very positive reception in the domestic and foreign media too, as well as many requests from attendees and CASH readers for a miniature version of the CASHcow, which wound up appearing as a stuffed animal. So business does pay. Naturally in CASH! An extension of the concept of virtual cow manure bingo on the internet and additional CASHcow activities are planned for the near future.