It’s been a very tough time for car companies and dealers alike, so targets weren’t high. They simply wanted to reverse the decline in enquiries and sales and achieve a 1% response rate, with a piece that was convincing enough to help dealers get customers over the line. This is where the impact and creativity of the sardine tin helped drive home to consumers the Tiida’s new position as the bigger small car – creating a new niche for the car in the small car market and driving demand in hard times.