Each ad used a topic from "FOCUS Abo & more” as a teaser. If readers wanted to know more about the topic, they had a choice: "guess or register.” When in doubt, registering was faster – the copy explains why.

Before the campaign, there were only about 40,000 email addresses in the publisher’s subscription database. After only four months, over 12,000 new registrations were generated – a response rate of more than 25%. The Campaign won Silver and Bronze at the German marketing Award Show.