We knew that young prospects would not come to Mercury dealerships, so we had to go to them. In five cities, Mercury “invaded” coffee shops, restaurants and hair salons shocking and delighting customers by paying for everything from coffee to (U.S.)$100-plus salon services. Locations featured vehicle displays, event signage, specially painted vehicles and young women on Segways cruising the area to add excitement.

Results exceeded client expectations by over 20%. Information was collected from 6,039 prospects. Generated 29 articles in newspaper (including The New York Times), radio and TV, reaching an audience of 8.4 million. Excited consumers made it clear they would tell many others of the good fortune they experienced compliments of Mercury.