a. Imageb. Broad awareness a. The medium owner, a Swiss and Germany based company “you-AD” organised 100 private car drivers who are willing to be sponsored for this event.b. Read windows are wrapped with a film carrying the layout. Visibility from the inside of the car is guaranteedc. Campaign started 16 March 2002 and lasts 3 months’ drivers are paid after film removal; kilometre performance (minimum of 1’000km) is controlled in order to ensure relevant impact of the campaign a. “Discovered” cars of sponsored private individuals as ideal, moving advertisement vehicles for a consumer productb. Briefed their creative colleague for a layout which fits perfectly with the mediumc. Together with the client choose the city of Hamburg as the first place to run a campaign with 100 cars during March / May 2002 a. Involving private individuals (resp. their cars) as paid advertising messengers on a broad and systematic basis (which makes the event a “bookable” medium) is new and makes a lot of sense for this productb. Sending out private individuals (= potential customers) to advertise for brands on a broad basis breaks down the wall between advertisers and their target audience; not an “object” (e.g. billboard) but real people communication on the streetsc. The layout is not limited to making a brand statement but plays with the medium in an innovative sense.d. The perfect synthesis of a medium and a creative solution; the medium becomes part of the messagee. Moving, eye-catching, surprising appearance of the advertisements; excellent price-performance ratio

a. “Discovered” cars of sponsored private individuals as ideal, moving advertisement vehicles for a consumer productb. Briefed their creative colleague for a layout which fits perfectly with the mediumc. Together with the client choose the city of Hamburg as the first place to run a campaign with 100 cars during March / May 2002