A team, consisting of the Internet printer Maxiprint, a news editor, three news agencies, an advertising agency and a poster company, goes for the competition. The partners are standing at the starting posts on the hunt for new headlines. When there is a sensational report on the ticker, it takes a maximum of 388 minutes until it is designed, printed and distributed on 30 bill boards at Zurich's main station. The astounded commuters are surprised by the latest headlines in the morning, which they are still searching for in vain in the morning press.

The results of the campaign were impressive: the sales of Maxiprint increased by 23% (July - December 2007 vs. year ago) thanks to a jump in the number of customers (+44,9% vs. y.a.)