On a vacant hoarding GP had on the road to Valencia appeared one morning the enigmatic phrase: "there is no god”. The poster caused a great deal of expectation among the media and the community in general for a week. And because it was not signed, there was all kind of speculation about its origins. From a supposed pro-atheist campaign to a kind of private citizens’ sect. After 7 days, the mystery was resolved, naturally. The hoarding appeared completely destroyed by lightning and a legend above it said: “GP. Posters that can be seen a long way off, a very long way off”Because with something very simple, that all poster-marketing companies see every day, we achieved an unprecedented level of talkability in a little-frequented location. Because a new company quickly became consolidated in the marketplace and among the general public as the company with higher-visibility posters (their greatest differential) and specialising in different actions in the same old format. Because it gave new value to the roadside hoarding as an advertising medium, obtaining coverage in other, more expensive, media.

After this action, GP became a reference in large format billboards and the best supplier for roadside actions requiring special effects. 80% of GP’s vacant locations were contracted until the end of the year, by clients and agencies that needed to carry out ideas that exceeded the format. They were even contacted to produce posters previously contracted from other providers. The profitability of each poster location increased by 10% because they were special ideas. The action had the distinction of attracting the interest of several different targets: The media buying shops which now had accurate data to recommend scheduling in GP, despite not having billboards with high traditional coverage, direct advertisers who saw the possibility of generating a great deal of awareness with crisis-depleted budgets, advertising creatives (to whom these companies do not generally speak) who, after this action perceived GP as a new partner for developing different ideas, adapted to the location where they are scheduled, in short, both GP’s promotional action and its billboards were seen a long way off, a very long way off.