The Saturday Weekend Argus is an institution and the biggest weekend paper in Cape Town. The brief was to reinforce this fact and increase circulation figures which had not grown as much as anticipated.The campaign used a technique that mimicked the radio sound that you would have heard in 1911 - the time the Saturday Weekend Argus was first published. Different humorous scenarios were used to illustrate that the Saturday Weekend Argus has been a weekend tradition since 1911.Sales increased steadily, both for single copy sales and subscriptions, during and after the period the advertisements appeared.