The die-cut insert serves to present different phone numbers in the URL. By flicking the insert back and forth, the reader reveals a local merchant ad and discovers who the number belongs to. In revealing one ad, the die-cut creates a new web address using the ad on the opposite page, thus enhancing the reader’s comprehension of the service. Creative is very engaging as it humorously mimics YP advertising in magazine.

The idea that centered on "the phone number inside the browser" surprised the consumer in a memorable way and also generated a 20% lift in consumer usage.