The creative team devised a building wrap that would cover the Johannesburg Stock Exchange. The implication was that the building was up for rent because the Stock Exchange had gone bankrupt. Creative was also rolled out into print ads that reflected the polar ends of emotion: namely panic and elation. A radio ad demonstrated the infectious nature of fear and the building wrap capitalised on the current economic crisis.

The building wrap received extensive coverage in marketing magazines and appeared on websites and industry blogs. Awareness and talk value were highly significant due to the controversial nature of the statement. By creating a definite splash, the communication threw the SIM brand to the forefront of the customers mind and effectively launched the new positioning. Sales in this category are largely dependent on market performance, but the wide media coverage and talk value certainly indicated a vast increase in brand awareness.