The billboard tipped on its side had a loaded “limousine shopping cart” attached to it. The onlooker got the impression that it would fall at any moment because of the weight of the cart. People who saw the billboard asked themselves for a split moment, “Is the billboard really falling?”, but as soon as they read the slogan, “You get more for your money”, they got the message and enjoyed the way we presented it.

The billboard aroused curiosity, led people to think about where it was best to shop and delivered the message, “You get more for your money”, in an effective way, increasing awareness of the chain’s new positioning: market share increased from 21.1% to 29.5% – 50% growth in same store sales.