The fourth cover in each of the magazines contained a similar ad, but with different models, as if they were connected through a song being played by the cell phone. This way, the connection concept went beyond the creative content of the ads, since it was exactly the fact that both magazines were delivered attached to one another by the fourth cover which led to the success of the campaign and alternative media.

The uniqueness of this differentiated media use generated great impact because the reader had to take the magazines apart when they arrived, which drew attention to the ads on the fourth covers, maximizing the investment as compared to the prime spots in the magazines.