The only media used was the biggest daily newspaper Delo. The strip glued the sides of the newspaper together so people couldn’t open it without having to tear the strip away. The text 'Can’t get in?' was in direct connection with not being able to get into the paper but implied also that you won’t be able to get into the mall on a Sunday. Both situations trigger the same feeling - irritation.

Before and after the ad was published there were measurements of public opinion. After the ad was published there was approx. 5% shift of votes in our favour (Keep the shops open), but there were other activities such as PR going on at that time so it is impossible to isolate the effect of our ad.