By launching this major conservation project, we sparked interest within our target market and positioned the brand at the heart of the event. The centrepiece was the release of the godfather of all catfish. The beast was transported to the riverbank in a Chrysler Voyager and released by a famous Polish actor, ensuring specialist and broadcast news media coverage on National Geographic, TVN24, TVN Meteo, Gazeta Wyborcza and other top fishing publications.

The World Wildlife Fund endorsement established environmental credibility. Unprecedented PR coverage and editorial support from specialist media amplified DaimlerChrysler’s investment fourfold and reeled in their discerning audience.