If you’re one of the 50,000 targeted subscribers who received the March issue of InStyle magazine, there may have been one spread in particular that stood out. And it wasn’t an article.

Rather, it was an ad. A Toyoto ad, to be precise, and it’s being touted as the first-of-its-kind magazine insert.

With a pulse reader, speaker and flashing lights, the insert, created by Saatchi & Saatchi in partnership with Structural Graphics, expertly uses sight, sound, smell and touch, to take readers in an extrasensory tour of Toyota’s 2018 Camry sedan. The insert not only marks the first time an LCD heart monitor has ever been put into a magazine, but also the first time two completely independent electronic units have been combined into a synchronized magazine unit.

“It was something brand new; completely undone ever before,” said Ethan Goller, President of Structural Graphics. “It was RND, new technology.”

According to Creative Director Erik Hluchan, the team at Structural Graphics was approached by Toyota’s agency of record, Saatchi & Saatchi with an idea to create a pop-up based on something they’d seen on the Internet. Together, with the help of Shin Wakabayashi, Paper Engineer, Noel Boland, Director of Design, and Goller, the team was able to engineer a clean, reliable pop-up experience that fit seamlessly into the magazine.

“It’s challenging when it goes into a magazine because of the way it’s treated,” Hluchan said. “Magazines are bent, they’re curved, they’re put into mailboxes, they’re rolled up sometimes. So you have to go through a lot of testing.”

The entire team worked tirelessly for months to turn this dream into a reality. And their testing really did pay off.

The insert helped the publication exceed its March budget, a sales rep. told AdWeek.

To interact with the insert, first, readers grip the door handles, placing their thumbs on clearly labeled, built-in sensors. As they open the “doors” to either side, they’re immediately met with a heart icon on the embedded LCD screen and then a pulse line. A beep keeps time with the pulse line. To fully immerse the reader into the scene, a subtle leather scent was also added.

“In today’s advertising environment, you really need to find ways to break through the clutter and engage consumers,” said CEO Mike Maguire. “This magazine spectacular certainly accomplishes this.”