This campaign is an experiential one. Even before the ad, readers could engage with the products – seeing lamps images (rotated 90 degrees) in the top corners of 3 consecutive odd pages. The fourth (even) one runs the ad itself – lacking a product, urging to try lamps by folding the current page, on its own or with 1-2 preceding pages. Readers’ curiosity rewarded, positive emotions ensured – as are the interest and recall for the Hektor Light brand and products.