On average, the consumer is bombarded by 3,000 marketing messages per day, and because nowadays each message has a minimal impact, the innovation factor is fundamental to attract the minimum amount of the consumer attention that is dedicated to new information. The focus of creation-media values the innovative effort and the message, and so the consumer recognises this new necessity as he is reached by the message.

The message's efficiency + opportunity generated conversion of action during the buying decision which essentially values the strength of retail communication. Investment with the ad was considerably reduced compared to conventional media that acted toward increasing the flow of consumers through the dealers and the public interest in the product.