Kurier “Fresh – daily!” Kurier is a daily newspaper, second largest in circulation in Austria – with high journalistic quality, not a tabloid. Nevertheless they fight for new readers - especially outside the cities.Therefore they improved and enlarged regional contents. By increasing local mutations (lokal "books").Goal: To communicate that local news is new and “hot” - and in local mutations.

The billboard company had to cover each billboard with approx. 1000 small packaged and "Kurier" branded moisture tissues (Daily Fresh - take one".And replace tissues twice a week (or when 80% have been taken away.

People suffered from the extremely hot summer. At highly populated local areas - shopping centers and bus stops - they were happy to take away moisture tissues to cool their faces.

By doing so they discovered "accidently" that not only the summer is hot, but that Kurier has the hottest news on new local pages (only) for their hometown!! The billbaords - and of course Kurier -were talk of the little towns last summer.Kurier got the local attention they were looking for - circulation in the relevant areas increased significantly.