Very impressive numbers, but probably a bit hard to understand. The strategy therefore was based on (1) visualising the volume and (2) showing the speed of sales with a live stunt and strong online support. We parked over 100,000 toy cars on a busy square, each car with a unique code. When checked online, one code could win a real second-hand car from Marktplaats. Just look at how fast over 100,000 cars can change hands!

100,000 cars were an impressive sight to see and a great visual item in the newspapers and on television. We opened the square to the public and 23 minutes later, hundreds of passersby had taken all 100.000 cars.

The video of the event went viral. In particular, Dutch automotive blogs reposting it pushed views to 37.000 in 3 days.

The media picked up on it also with various items in national newspapers and local radio and television adding up to a calculated value of 100K euro.