We decided not to use traditional media but to hit public areas (universities, parking lots, trendy spots) with a message that is visually intriguing, under the headline of "Lost".

The Lost sign ambient media was the cherry on top in creating word of mouth and fame around the Special K Two Week Challenge. Integrated with a TV campaign, media PR event and creative BTL visibility, it has contributed to an increase in market share of 17% versus the same period last year.