The response to the Kein & Aber print and poster campaign was overwhelming. The campaign received a total of 331 calls, 289 of which left a message such as: “Hello, it’s Dex, I just wanted to say hello. Feel free to call back if you like”. “Ciao, it’s Nicolai. And are you doing well?” “Hi Emma, you should read the book One Day. Greetings Adi.”, “Ciao Emma, Dexter here.” “Good advertising, I really liked it.” and “Hello, this is Walter, if you need a shoulder to cry on it’s no problem. Call.” On top of this Emma received text messages reading: “Hi, it’s me Dex.”, “Let’s get a drink sometime.”, “I’m curious, what is this campaign for?” and “Hey you, out of the book em’, don’t always be so grumpy with each other”.