Reader’s attention is attracted by what appears to be a torn out ad (unexpected and tying into consumer insight). This is followed by a full page branded advertisement and a response number, with the caption “Seen a car/tractor/aeroplane you like? Come straight to us”. The torn out page was different for each market segment – a car in car publications, a tractor for farmers, medical equipment for doctors etc.

The fact that magazines were used in such an unexpected way, one in which the consumer could identify with, resulted in far more impact than a traditional magazine advertisement. Calls to the toll free number have increased over the campaign period.