Playboy was re-positioned. Erotic and intellectual themes were treated equally. Suggestively posed women were photographed with the highest aesthetic standards – the ambassadors of the 'new' Playboy. They spoke to potential readers directly, seductively and stylishly luring them into a long-term relationship – a year's subscription to Playboy. And they had plenty of arguments to weaken any resistance: attractive gifts and a convincing, highly professional approach.

The Burda publishing house started off with 0 subscribers and, after only one ad, immediately won over 1,372 new yearly subscribers. The online adaptation of the offer further boosted this result by 602 to a total of 1,976 new subscribers.