The 3TIMES PRESS staged a campaign inviting its readers to send their “miscellaneous expense” receipts addressed to 3TIMES PRESS, to be reimbursed by the paper instead of their employers who were tightening corporate expenses due to the economic recession.

“Receipts” became a medium portraying the sad yet funny realities of office life, made even worse by 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 the successful 200,000 distribution of the inaugural issue. 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.