The impact was in having the consumer encounter the real product, in a place where nobody ever thought it would be found. Also, being able to reach the product so easily, made it impossible not to think about stealing it. Obviously it caused people to rob and take one, or more, samples of the product. Once the shelves were vandalised, we placed yellow tape on the empty shelves that said: "You can also find Lukafe in supermarkets".

In research done by the client, measuring consumer effect, they found that 22% of the people polled said: "At bus shelters there are supermarket shelves that show the three different types of Lukafe Coffee and it says where you can find them". According to the same study this piece was remembered even more than the TV commercial that had a bigger investment.