Running on the back page of national newspapers, the print ad could be transformed into a bouquet of flowers in three simple steps, allowing Britain’s thriftier lovers to save cash on Valentine’s Day.

The ad helped increase recognition and affection for the “Scrimping” campaign from Carphone Warehouse, which supports the brand’s position as a value retailer, celebrating the thrifty, the frugal, and the downright tight. The print ad provided a tangible object that people could create, pass on, and spread the scrimping ethos of the brand in a light-hearted way.