Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage.Within hours, we were in the national press.

And a couple of days later, the campaign was on national television and radio.And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs.As the campaign continues, sales of The Zimbabwean continue to soar.

In the week of the roll-out alone, the website logged over 2 million hits.More copies of The Zimbabwean than ever are crossing the border into Zimbabwe.We used Mugabe’s own creation against him.

We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation.

This money cannot buy anything, not a loaf of bread and certainly not any advertising.

But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it .In rush-hour traffic, malls and universities millions and billions were given out one note at a time. We sent bundles of cash to captains of industry, politicians and media personalities.Wherever the Zimbabwean was sold, we put up posters made of real money.

At every public place we could, we had a poster-with notes that people could detach to keep the email address.We made trillion dollar wallpaper murals and even made the world’s first billboards out of real money.