The newspaper "De TIJD" published a brochure with advice about personal finance. The concept of the brochure: "Get more out of your money". The briefing was to make people buy this brochure.

At crowded places, hostesses of De TIJD offered a little plastic bag containing a plastic fly. The message: "get more out of your money, also in a restaurant".The manual explained: 1. Order soup in the restaurant. 2. When almost finished, drop the fly in it. 3. Complain to the waiter about the fly in your soup. 4. You will get a new dish of soup.If you want more advice about how to get more out of your money, buy the brochure.

On one single day, De TIJD sold 13,600 copies of the brochure. The newspaper realised 24% higher sales that day.