We decided to make an ad in which the Smart car never got bent or crushed. For example, if we used a billboard on a corner, the car's reinforced structure would be so strong that if we put the car in the middle of the billboard, it couldn't even bend around the corners.

Once we had this idea, we looked for various billboards on street corners.And we negotiated with the media agency, to change our circuit for billboards to the unit (choosing the ones on corners).Cost for unit raised, and notoriety too.Raising and increasing the media effectiveness and increasing the cost for impact too.

During December 2006 and January 2007, 1 out of every 10 customers who entered a Smart dealership asked about the reinforced structure and its features, before asking about the price.Something that had never happened before.