Media plan, message and setting followed the positioning "anti-cloning": spontaneity and entertainment with a touch of aggressiveness. The key was being able to translate brand essence the joy of living – into media initiatives. Concepts such as risky sports, rock&roll, fashionable people resulted, in a building wrap in front of the bullring – an emblematic site representative of the torero’s bravura - while in peak season and painted by risk lovers.

After one month of campaign Dodge Caliber stock was sold out. The awareness went from zero to 47,000 mentions the first day of campaign and was as high as 120,000 after a week. Visits to the website increased constantly and almost doubled from 16,558 visits the first day.