Use rush hour traffic reports as a media by adding a small twist to them!

We'd make sure MX5 drivers got to enjoy their car even during rush hour by introducing 'The Reversed Traffic Reports'.

We used the rush hour live traffic updates and gave them a twist.

Instead of reporting only about congested roads, for the benefit of MX5 drivers we added at the end of every traffic report a list of roads that were open which MX5 drivers could use to enjoy their ride.

By making a simple adjustment to traditional media MX5 drivers got to enjoy their car for what it was really made for, while other drivers got to dream about owning one.