A magazine was selected to be the medium for this campaign since it is the highest media consumed by office workers. The idea was that the medium should be the message and that the magazine itself should communicate the idea that "Bangkok Insurance is concerned with every single detail of your safety". Consumers can easily associate with the executions: Staple, Sharpness of paper edge, Toxic ink.

The incoming call rate increased five times over the course of the campaign (three month period). The conversion rate reached approximately 20%. The campaign had the highest cost effectiveness ever for the brand.