A true field marketing campaign penetrating the idea of a delivery service and the new tagline "No Sunday without Welt am Sonntag". With a unique new marketing tool: the blue Welt am Sonntag newspaper-box. Thousands of them were placed all over Germany. They surprised the target audience at the places they go to on Sundays: parks, fitness studios, church doors, the beach, on car windows outside museums etc. Filled with coupons and free samples, it made the message clear: we deliver anywhere you want. The coupon named the offer: test it now, three Sundays for free.

The blue box had a huge impact, hitting the target audience at places no other advertising goes. 100,000 samples were taken (goal was 50,000). The response rate was surprisingly high, with 12,000 test subscriptions (goal: 5,000 and over 15% long-term subscribers. In addition the campaign raised circulation by 10%, pushing the readership above the magic 1 million mark (Media Analysis II/04).