The ad was run in the weekly property times in the upmarket section where the most exclusive homes are advertised, because of its placement it was extremely impactful as it created a powerful juxtaposition.

The cost of the ad was inexpensive as it ran in the least expensive part of the paper, was printed in black and white and took up a small area space. This ad produced a huge financial response with readers donating Euros to the estate agent's offices.