The execution was possible due to the historic excess of traffic signage in the city and the high need of having a STOP sign in every corner of the city. This generates the Municipality an almost impossible to pay maintenance cost. Because of this Seguros G&T managed to struck a simple agreement: Seguros G&T would be responsible for the maintenance of all the STOP signs where the brand would appear in exchange of being able to use the signs as part of our communication.

As a result of the communication activity Seguros G&T managed to be the first company ever to use official street signs as part of their communication while getting the best advertising positioning ever for an insurance company in the public streets.

In less than a year the brand's Top of Mind Rating grew 2.5% setting the brand 10 points higher than the second competitor. Moreover, the investment was lower than the cost of a bus stop advertising circuit in the city.