New students think mainly about two things: money and getting to know new people. Since we didn't have a big media budget, we had to talk to them where they were. And all we really had to say was, "there's a good, cheap alternative to renting regular apartments on the market". So this beer coaster was left at all bars and clubs where students hung out, and at restaurants on campus.

The DM was part of a bigger campaign aimed at reminding students of the cheaper alternative that these apartments offer. When the campaign started, there were almost 1,000 apartments standing empty, but at the end of the campaign period (a month later) all were filled up.