Make known the launch of the new cabrio version of smart and generate business traffic in the dealerships within the area. On the back of the cinema entry was printed a photo of the standard smart model with a written text below with the words “smart cabrio”, making the roof of the car coincide with the line of rip on the cinema entry ticket. On entry, cinemagoers would retain the lower part of the ticket in which, at first, smart would be seen but without the roof on the upper part. The contribution put forward by the media team was to get to know a medium which is little used and perfectly adjusted to the creative idea. Also, given the situation of these cinema rooms, the possibility to use them helped us to adjust the target that we were looking for. A-The use for the first time of this medium form in an interactive way that directly enhances the products main characteristic, clearly expressing the creative idea. (In Spain the cinema entry tickets are ripped in half on entry.B-Because it communicates the launch of the new smart cabrio showing that the car already known had a new version, making use for the first time in this medium, of its paper mechanic: the ripping half of the entry.C-Because in a simple way, using the media added value we were able to communicate perfectly the characteristics of the product with a demonstration, obtaining a high level of notoriety, credibility and effectiveness.

The contribution put forward by the media team was to get to know a medium which is little used and perfectly adjusted to the creative idea. Also, given the situation of these cinema rooms, the possibility to use them helped us to adjust the target that we were looking for.