Starting five blocks before the billboard, we placed a series of visual cues along our route. These visual cues were strategically interspersed with the everyday roadside activity, and subconsciously led motorists to think of a specific idea. Once motorists arrived at the red light, the billboard started its four-stage messaging cycle during which it predicted what road users were thinking of, and then linked that prediction to the relevant product features and benefits.

Designed as brand building exercise, the execution was not necessarily intended to yield specific results, such as an increase in test drives, for instance. However, having just recently run, we await to see if it sparks any conversation in the media.