To captivate the readers, the main idea was to offer them an opportunity to interact with the advertising piece. This was done through an association obtained by the message subject, which presented the line of Nokia cell phones and the proposition to manipulate the insert, covering the original cover (with a sexy model) with another one, giving the sense that he was reading a technical magazine.

This innovative media resulted in a better display of the ad, allowing it to be different from the other ads in the magazine. This edition had one of the largest circulations in Playboy’s history. Results were multiplied by the buzz, within the advertising industry and among the general public.