Auto Trader is one of the most popular magazines for our audience of young and middle aged male drivers. Nobody likes to think they could crash, so we wanted to surprise them with our concept, just as something surprising could happen to them while they are speeding and cause a crash

The issue was on sale for 4 weeks instead of the usual one week. It cost only slightly more than a standard outside back cover advertisement.The concept was not specifically researched, but there has been a lot of anecdotal feedback about how it was noticed and surprised readers.