The smart fortwo is renowned for its flexibility in the city – something we wanted to get across in a novel way. Our banner was fun and highly unusual: a small yellow Tetris block makes its way through a labyrinth of larger blocks trying to stop it in its tracks. The Internet banner was placed on car-related websites. This allowed us to communicate the central benefit of the smart fortwo to an audience with an interest in things automotive. Advertising efficiency monitoring showed that 63% of all banner contacts led to a visit of the smart homepage.