The strategic solution was to bring elements of nature inside the women’s and men’s locker rooms at the health club, surprising its members with large sized items. Several points of contact with the public were set up within a single environment, with different items for the bathrooms of each sex. We explored the similarity among the elements of the locker rooms and those in nature. Showers were transformed into waterfalls, toilet stalls into bushes, urinals into trees and mirrors into lakes, with Land Rover Terranova brand placed in routine activities, making them more pleasant. Since there was no interference from any other brand names in the locker rooms, it was possible to turn them into exclusive channels to advertise Land Rover cars.

The action targeted a public composed only of people with the real potential to purchase Land Rovers, without budget dispersal. These are opinion makers in the city, and it strongly contributed to disseminating the message. Through a customer survey, it was detected that between March and April:- the number of calls requesting information on vehicles doubled (related to the previous months).- the number of consumers visiting the dealership increased 33%.- 68% of the health club members said they would consider buying a Land Rover, compared to SUVs from traditional brands like Audi, BMW and Mercedes.