Everyone in the target group subscribes to the major skiing magazine in Sweden (Åka Skidor). A few days after receiving the October issue, they got a mysterious envelope in the mail. It contained three code keys, each one corresponding to a specified page of the recent issue. Turning to the page in question, they saw an ad for a Langley competitor. But by placing the code key over the ad, the words and letters took on a whole new meaning.There was no logotype on the code keys, just a hint to the spread where Langley ran their own ad.