The installation and the billboard were built by the motorway without any additional commentary or media support.

During its two first days, the installation resulted in hourly traffic reports in Swedish Public Service Radio due to the long tailbacks (traffic jams) it created.On the third day it got 2 min coverage on regional news on the biggest commercial television channel. It also got press coverage on major news sites (DN, SvD, UNT, Dagens Media, Resume).On day five, the campaign website launched.On day 10, posters on public transport buses in other major cities went up.On day 15, the billboards went up.

At the time of writing (day 10 into the campaign), the only available results are press coverage, not sales.

During its two first days, the installation resulted in hourly traffic reports in Swedish Public Service Radio, due to the long tailbacks (traffic jams) it created.On the third day it got 2 min coverage on regional news show ABC on the biggest commercial television channel (TV4). It also got press coverage on major news sites (DN, SvD, UNT, Dagens Media, Resume).In addition to this, the idea is currently taking off in the blogosphere.