PLEASE NOTE: THIS ENTRY HAS AN AVP - PLEASE WATCH BEFORE VOTINGMexicans are not big readers, mainly because they prefer doing other activities and because they think reading books is "uncool". People in Mexico City get stuck traffic a lot (something that is really uncool!), so using radio seemed a natural solution. But we thought that Gandhi shouldn't do a traditional spot, so by using the RDS system on car stereos, we created the first radio spot you could read.Through the years, Gandhi has been known for "entertaining" commuters by its witty (and part of the culture) make-you-read billboards campaign. So this radio idea has strengthened our "commuters strategy".

During the first week, more than 4 million people read the short story.Sales increased 5% during the time this action was running.