Base for NPNK teaser campaign´s differentiation is protest, that was spread with squat subculture ideology. Objective - not to squat real estate, but official media vehicles - JCDecaux bus-shelters. Provocative, eye-catching manner. Period of teaser campaign - 5 days.To leave impression that all activities are underground non-traditional activities, not connected with some official advertising activities.

TNS Emor research showed strong likeability increase during 1 month period in core target group - from 32% to 44%. Within 5 days extremely high awareness (70%) of NPNK outdoor creatives in core target group. NPNK got 105,000 customers in 2005, more than 50% of market.