We surprise the companies by showing that we’ve already been advertising for them. We took their current ad from another newspaper. We read out the ad aloud on the street with a megaphone. We filmed the action and put it on YouTube. The marketing people of the company in question received a link to their piece of free advertising via e-mail.

The next issue of the newspaper already contained more advertising than ever before: for example, a double-page ad for Swisscom worth 9000 francs. All generated from a campaign budget of just 1200 francs. During the next quarter of the year the advertising income tripled.