The synergy between media and creation was on two levels. The first was related to format. The message was placed on a traffic sign giving distances, the kind normally seen on highways, to attract the public’s attention. The second related to form, with the subliminally provocative message appearing near office complexes.

HD offered a payment option of 10 instalments using the AMEX card for all its products. A few months after the campaign began, new consumers began appearing in stores and at the end of 2004 it was confirmed that 70% of sales for the year were to new consumers.