“Receipts” became a medium portraying the sad yet funny realities of office life, made even worse by the recession. Real stories of hard office life, shared for a good laugh, generated strong emotional engagement. The campaign buzz spread through newspapers, online news, Twitter and the like, contributed to a successful distribution of the inaugural issue of 200 000 copies. More than 100 episodes were posted, and the site got 18734 page view in two weeks. Stating “3TIMES PRESS” every time receipt was issued, which is required for any receipts to be reimbursed by employer, helped build name recognition of the brand new publication.