Creative idea: stop getting lost! Show just how lost you are without GPS. Communicate in a humorous and off-beat way, in line with the PT Cruiser communication: an excuse of confusion and of getting lost that is pushed to the limits of absurdity. All the communication supports illustrate this general confusion: a surprising conception of French geography. Multi-channel plan: 4 X 3 national outdoor; mailshot in the form of a map of France sent to 15,000 people; postcards and in-store communication; website www.arretezdevousperdre.com; postcard email campaigns; Peculiar "short cut" itinerary.

35% increase in orders for PT Cruisers after the campaign was launched.