The Government launches an Economic Austerity Plan and decides to sale the Presidential Airplane and Car. This fact coincided with the launching of the new El Comercio Classified Ads campaign whose promise is “ALL IS FOR SALE”. Then we decided to publish the sale of the presidential car and airplane within the El Comercio Classified Ads section and promote this sale through the regular campaign.

The Government Palace telephone service collapsed after the ads were published. More than 17,000 calls were received in the first 24 hours, a record high in the Classified Ads history. All the purchase offers were given to the Peruvian Parliament, who were in charge of the sale. The publication of these ads increased the overall effect of the “ALL IS FOR SALE” TV/Press regular campaign, increasing the credibility of the Classified Ads among Peruvians and thus generating a 37% growth in sales of spaces.