"Only Virgin Mobile has a pre-paid night time plan that starts at six o'clock. The campaign started with transit posters with a huge six on them. Then we ran these wild postings. These were 'accidentally' placed in sets of three—a move calculated to provoke complaints," said Michael Murray. "Then we ran radio ads apologizing to Satanists for any offence our posters might have caused. The work ran over the summer. Given that the year included the date 06/06/06, it all worked quite nicely."