An innovative format replicating the sunroof of the advertised vehicle, made of a magnetic material, harmless to any vehicle it was applied to. This was randomly attached to late model cars of the same category as that advertised, encouraging the consumer to acquire a new model with that feature. Vehicles were chosen in the streets of São Paulo, in a built up business area, where large numbers of vehicles are parked in the surrounding streets.

100% efficiency in conveying the message because we chose competing or similar products to that advertised, which increased the relevance of the message.The unique format and positioning had a great impact on the vehicle owners who, upon finding something different about their car, immediately noticed the piece.