At the Madrid Car Show, a sign saying the following was displayed at the Smart Stand : “take a bag to put your car show brochures in”. When the brochures were placed in the promotional bag, they fell to the floor, since the bag had no bottom. The only one remaining inside, placed in an inner pocket, was the Smart Forfour brochure, which said “new Smart Forfour. So different, you won't notice all the others”.

The campaign worked because the bags were “sold out”. It created a sympathetic feeling which increased traffic to the stand.