On that day, 28 December, we published half a page in the press with a new car. There was no creativity. Just a photo featuring a full-view shot of the new car, with its name underneath: “New Touareg Cabrio” and a microsite where more information could be found: www. touaregcabrio.com.The presentation of that car, which is a joke in itself, was enough to get attention. No background colour was needed, nor any street art typography or the photo of a dead dog. Not even an idea was needed.There was not much more in the microsite. Just a photo of the new model and three buttons: engines, design and safety. And the only way to interact with the site was to press any button: the car disappeared and a large paper cut out figure of a man appeared, which is the symbol of April Fool’s Day in Spain.

91.6% of the visitors to the microsite spent less than 30 seconds in it. Time enough to realise that a joke was being played on them. 219,000 hits in two days. Links and comments in all of the automobile and not automobile blogs and forums in Spain,and outside of Spain.