The campaign created an experience that connected the reader with the spirit of the show. Mirroring the mechanics of the show, readers were urged to follow a trail of clues. The clues lead them across the newspaper's pages, to the End of the Road ad.

Create anticipation and excitement around the final episode of the reality TV show End of the Road.

The paper became an instant item of interest, generating buzz in the newspaper, TV and radio industry and made it on the morning show. The rating for the show’s final episode broke viewing record of last years’ final episode by an incredible 5.5% with rating reaching an all time high 27%!!!

The revolutionary creative solution urges the reader to follow a trail beginning on the front page spread over an unbelievable length of twenty (20!) pages covering all of the newspaper’s sections.The readers’ surprising journey ends up on a double spread dealing with TV programmes. The arrows point at a recommendation to watch the show’s final episode.

A surprising choice of media, transforming Israel’s most read newspaper (70%) into a unique advertising platform, aimed at attracting the reader’s attention to the reality show’s final episode which airs on the same day.Never before was such a format used in Israel, where newspapers are usually reluctant to media innovations.