We worked closely together with The Business Day to ensure that the mock front and back pages were identical to what the paper would normally look like. People would pick up the paper, and start reading it, only noticing through the articles, and then the date that something was afoot. This ensured that they engaged with the advertisement whether they wanted to or not, and ensured that they enjoyed the reward once they realised that it was in fact not real.

The mock wrap caused people to stand up and take notice of our call for entry into the Nedbank Capital Sustainable Awards. The Awards had record entrants. The mock cover was mentioned by both John Robbie, and Jenny Crwys Willams, both popular South African DJ's on talk radio station 702. This extended the media coverage of the awards onto radio as well as print.