Leumi, a leading Israeli bank, wished to expand its target among young adults by offering new customers a top of the line MP3 player.The banner showed an old vinyl record playing and next to it the words ‘Thousands of youngsters are exposed to hidden messages in music’. Only users who turned the record backwards heard the advertising message.By using this teasing campaign, the bank was able to interact with its young customers and expose a lighter humoristic side, which softens the banks institutional image.