For the first time ever a newspaper cover was printed on a flannel material. And the ad itself became another car item. To increase the idea’s effectiveness even more, it was essential for us to choose the right media format for the whole concept. We added the flannel patch on a free daily newspaper, and it was distributed to the drivers. The action happened in strategic locations, respecting the relationship between the points with higher traffic-jam levels and their proximity to the ESSO gas stations.

Over 80 thousand drivers took the ad. Over 80 thousand cars are under Esso's care.