To do this, we ran legitimate newspaper classified ads that looked as if real people were offering to trade in their cherished items for Stella Artois. The ads ran with no logo, no tag, and the phone contact was an actual working number. Interested callers were connected to a voice message that let them know the item they requested had “already be traded in for a Stella Artois, and yes, it was worth it.”

Although the total response is hard to measure, we can say that over the days the classifieds ran, we received multiple phone calls to the listed contact number. Several people even left messages commenting on how they much liked the campaign.