We made one second smart car just to show that fits anywhere.

We tried to connect the benefit of the car 'Fits anywhere' with the chosen media space, creating an advert so small that, just like the car, it could fit in any space, no matter how small. On the other hand, by integrating the advert on the magazine's spine, we created a new media space never used before, developing the product concept further.

Recognition results have been optimum; •In terms of spontaneous recall, 65% of the target public remembered the brand’s advertising.•50% remembered having seen the spot in question.

•In terms of traffic at dealerships while the campaign was being broadcast, there was an 11% increase.