The promotion was launched with press articles, print and online ads, all announcing the street casting scheduled for 15 Sept 2007, at a Starbuck’s in Zurich. The casting consisted of a series of tasks designed to test the candidates’ star mettle. A jury-compiled shortlist of 20 hopefuls was published on the SI Style website (www.sistyle.ch), after which people could cast their digital ballots. The winner, Sabrina Diriwächter, was granted her personal paparazzo who followed her every move. The campaign shows her as the Big Star, going through some rough times with her lover, or adopting a child in Madonna-like fashion.

Thousands of spectators and dozens of participants joined in the whole event. Thanks to the online voting tied in with it, the magazine’s website registered 5 times more visits over a period of 4 weeks. During the event itself, the latest issue of SI Style was successfully distributed as a giveaway to a large number of people, many of whom took out a trial subscription.