Each channel was intended to generate intrigue and involvement to view the full length documentary on the local Volvo Website. This was reinforced by an explicit call to action. A consistent look and feel was adopted by all offline and online channels to generate and maintain the air of mystery around the product and central narrative. The Carlos Soto Pop-Under and Website acted as the catalyst to make the target blink twice at the official campaign.

Online tracking measured unprecedented campaign response across key markets: Official Website: 750,000 hits. Carlos Soto Website: 60% visitors viewed film. Pop-under rated 85% click through.Rich media banner click through: 4% (MSN) and 3% (Tiscali)-Average: 0,3%. 1-day Yahoo: 4,199, 501 hits/1,057,744 viewed trailer. Cost per thousand video plays £27.32-TV @ £30-£40. Cost per thousand impressions (CPM) £6.88-standard £25 CPM.