The strategy was very simple – using this saturation: at the entrance to the exhibition site, there were a total of 32 billboards, each advertising different cars with many messages and offers. Our proposal was to buy four consecutive billboards and leave them blank, using only the last to explain the reason for this action. It is a very abstract way of employing the resources, using them in an interactive manner so that they alone are the creativity.

The experience was a success. Research was carried out among the car show visitors: 75% answered ‘yes’ to “did you know about the Sony Bluetooth Radio system?” 80% answered ‘yes’ to whether it was exclusive to the Vito and finally, 90% recalled the outside action as the show’s most striking; what’s more, in the Mercedes –Benz sales area, 85% of those who tried the Vito were interested in the system and asked about it of their own accord. Vito’s sales increased by 15% at the show, a good percentage given this year’s crisis.