The reader looking at the front page, was suddenly confronted not with editorial articles about the top news of the day, but with a whole lot of question marks. Initially, this bemused consumers for a few seconds, and made them feel as if they didn’t understand what was going on.

And that’s exactly the way people who can’t read and write feel.

36% prompted advertising awareness after one single insertion in three dailies (Der Standard, Die Presse + Kurier) on 10 June 2006.