Drive time radio presented the perfect media fit to reach our audience: Thousands of competitor drivers stuck in traffic, allowing us to speak one-on-one with a mass audience.On Friday, 27 February 2009, our creative team, voice over artist and radio DJ, braved Cape Town peak hour traffic in the Lexus.In the course of one hour, we broadcast four live radio advertisements from the Lexus: Delivered by the voice over artist driving the car and written by our in-car copywriter. Moreover, the adverts were created in response to listeners’ text messages, making the first ever “user generated” radio advertising.