The core element was the design of the sticker. It was important that there was enough room to include the product statement, web address and an appropriate visual of the product. In addition, the search for scratched surfaces in highly frequented public spaces began in advance.

The success of the promotion could be evaluated on the basis of two factors: 1) Astonished and amused passers-by, mostly female. 2) Online visits for product information increased significantly.