We wanted to get as close as possible to our target group in order to cause a direct impulse. Therefore, we needed to be where all the accidents happen: on the roads, especially near airport and trade fair. Since there is no advertising space on streets, the idea of a guerilla promotion was quickly born. We needed four things: a skeleton stencil, a line marker, transport cadets and the manhole covers in the gutters. The bars of the manhole cover represent our skeleton’s rib cage. We simply stenciled the rest of the skeleton around it, and added a claim that warns of the danger of speeding.

With an absolutely minimal budget we reached thousands of people within hours. Pedestrians as well as drivers stopped to look, started talking about it and took pictures of our skeleton. This is exactly what we wanted to achieve: getting people to talk. During the promotion period there were 12% fewer accidents in Düsseldorf than in the weeks before.The client was so thrilled with the first success of the guerrilla promotion that he will run a second wave May 2012.