Through lighthearted caricatures of the candidates in their pyjamas, the site drew consumers into a fun look at otherwise dry campaign spending data. Animated "Smart Meters" balanced columns of data that allowed easy comparison by spend and party to see who spent their money wisely. Publishing clear, non-partisan data allowed consumers and journalists to draw their own conclusions, initiating a national discussion that focused on the core value of the hotels.

The website generated over 85MM media impressions in the first 2 weeks, for an investment of less than $100k in creative development. The equivalent of those free impressions in paid media would be valued at more than 2.5MM U.S. dollars.