Media and creative worked hand in hand to engage the consumer. “Trompe l’oeil” executions were deployed and virtually seemed real: • A sleeping mannequin sprawled over a bench was displayed under an ad reading “www.5 star hotel within 5km.ca”. A snoring sound could also be heard to increase impact.• A beat up yellow suitcase appeared in the retrieval area and read “www. une valise neuve ça presse.ca,” or “new luggage required quickly”

Because these tactics were executed in areas where innovations are tightly controlled, they triggered important consumer reactions according to airport authorities who were regularly questioned about these surprising offensives. This allowed for increased interactivity with the brand during 12 weeks.The project also generated extensive media coverage.