The medium was a mouse pad. The message on it was to log on to the internet to access the online edition of the newspaper. These two worked together to give the consumer a medium that he couldn’t ignore. One that he found outside his doorstep (instead of the newspaper). One that he would carry with him and use in the workplace. One that would constantly remind him that the newspaper can be accessed online.

We covered 3 neighbourhoods and over 800 homes. The result was more than 2000 hits in the first half of the day. The reason – the mouse pads created word-of-mouth communication as well.