On execution, we used an extra cover on the magazines sent to subscribers, with a reproduction of the original cover -horizontally- something which intrigued the subscribers. On the back of the extra cover, the subscriber could see the ad that alluded to the horizontal reading position of the Nokia N95.

The never seen before aspect of this unique form of media reached the target at a time when they were more open to the content of the advertising message, and there was high reader rate because of the publications reputation; all of which maximized the investment.