We needed to think laterally about how we could use standard formats to have a strong brand impact in a crowded environment (Carsales.com.au).

Spritz reading technique works by removing eye movement; placing words where you're already looking.

Combining this with cleverly worded information about what our legal team won’t let us say (whilst being careful not to associate the car with the words “fast,” “speed” or “0-100 km/h in 4.5 seconds”) we delivered a message of performance, enticed our audience, followed the strict automotive legislation in Australia and directed traffic to the RC F page at Lexus.com.au. All in 40KB.

The banner delivered a 0.09% click through rate, 22.3% above national industry average, enticing 963 clicks in just the first 5 days, and putting the Lexus RC F to the front of nearly 1000 potential buyers’ minds.