The SMS or text speak front covers were followed by a SMS or text ad, "chng the way u cmunic8," and then the original cover….

The brand names of the publications themselves and everything on the cover were changed creatively demonstrating how even your magazine has changed the way it communicates into popular SMS/text lingo.

This innovative use of the media created the impression of several new titles on shelf, until you stopped and looked again. The talk value around the clever SMS speak covers increased circulation of these publications by 30%, increasing the efficacy of the actual ad placements!Cell C exceeded its sales targets on bulk SMS packages by some 20%.A win-win situation for both Cell C and the publications involved!