Execution: We used place mats in chic restaurants, sport clubs and rally cafes where people get together for lunch. The idea is the white or black place mat with a glue printed layer of a Ford Focus line drawing on the top right corner of place mat. A small icon with the instruction to play with the mat - such as to sprinkle Salt around the place mat - makes the picture of Ford Focus stand out.

Effectiveness: The distinctive idea provided good and unexpected results. The target audiences interacted with the media and felt the mood snd tone of rally for Ford Focus.