High visual impact lay at the heart of inspiring and educating the audience. To achieve this, the megaboard format was devised to consist of an immense ski slope projection in Schladming, covering an area of 1.036 m2 (37m x 28m).

This was an extremely complex operation but once a high quality video projector was placed and the authorities gave their approval, the projection was shown from January to March from dawn until 10:00 p.m.

The activity was highly successful and was watched directly by thousands of skiers and seen by millions on TV. Further word of mouth was generated by press and PR coverage. These factors contributed to a rise in spontaneous recall of the brand from 13% to 40% during campaign activity.