As part of the back-to-school campaign aimed at driving awareness and trial through coupon redemption, the Half.com peepholes complimented the overall integrated effort in an interactive and unexpected way. Ultimately, the campaign was a success, exceeding projected coupon redemption levels for Half.com by 12%. With a relatively low cost of production and distribution, the peepholes helped increase awareness of Half.com in an interesting, yet efficient way among a traditionally advertising-wary demographic.