World Cup tickets got so expensive that fans were being priced out of games in their own neighborhoods. So Total Wireless turned telephone poles into direct-response ticket giveaways. We used our neighborhood's simplest medium: the tear-off poster. The same kind you see advertising missing cats, guitar lessons and apartments for rent. Except ours promised something considerably better: free World Cup tickets. We placed them near Total stores, on telephone poles and electrical boxes. All you had to do was tear off a tab and bring it into the store. That tiny decision could turn a little piece of paper into two tickets to a FIFA World Cup match. What started with posters in New York became a nationwide treasure hunt across four major cities, sending 60+ fans to the World Cup. In a World Cup where getting tickets felt nearly impossible, we just had to make them as easy as possible: just pieces of paper, taped to telephone poles, right in our customers’ neighborhoods.