It was therefore decided to lead potential consumers by example in a friendly way. 'Look, even in the street, on posters, there are people awaiting the arrival of the new Astra, it really must be a major event'. We also expected that the impact of this campaign would be amplified by word of mouth and public relations.

Little media spend (one single More O'Ferrall) for big advertising impact. There cannot be many effective advertising campaigns based on one single poster.