The message was: Nikko lets you “own” your dream cars at affordable prices. To convey the message, the creative strategy was to put real famous cars up for sale at an eye-popping low price of $69. While the beauty of the car would stir up fans’ desire to own it, the low price would urge them to buy it right away, albeit a much smaller one.

The campaign was carried out for one week. 92% of the passers-by stopped for a closer look. The new Nikko showroom saw an 84% rise in patronage over that week. A 79% increase in sales was also reported, with Lamborghini models being snatched up on the first day.