TBWA Berlin developed a special 'movie poster' with the 'Mountain' execution. The cinema visitors saw a movie poster, not an advertising poster.

High awareness, recognition and aided recall results in 'Media Observer'. Recognition und Recall, reveal a great increase, the advertising effect of the campaign was huge. Over all age groups a clear advertising effect can be observed, but young men show the best results. Overall, the results have been clearly better than 'standard' cinema campaigns.