Looking for alternative communication solutions, we noticed that people don’t do anything during their trips, sometimes long distance, by subway.

Therefore, we selected a specific wagon, which was dyed in yellow, indicative of our brand color.

Each station, in the same place where the wagon stopped, there were billboards with a excerpt from a short story which people could read as they advanced on their journey.

People who left before the end of the path, received a handout with the complete story, that supported us in completing the experience.

The Gandhi communication strategy has always been focused on making people read. The subway is the place to do it, and we could not waste this opportunity in Mexico, a country where people read 2.7 books on average per year.

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