During 1.5 months’ campaign about 800 calls were received and 65 sales contracts signed. The media budget estimated only 0.0002% of the attracted investments.

Taking into consideration that during the rush hours people spend more than an hour to get from residential to business areas, we put 2 billboards which work in two opposite directions.The first billboard attracts attention from a person who goes to work and spends a lot of time in traffic jams. That person reads: “You could have woken 30 minutes later”.The second billboard shows another message to a person who goes back to home. In the middle of his way home he reads: “You could have already been home”.

Challenge:To elaborate a low-budget advertising campaign in support of new condominium selling.Consumer Insight:I spend more and more time in jams going to the office and back home. I don’t like it because it breaks my lifestyle.Strategy:To place OOH near the condominium.Thus, its main advantage is used –location halfway from suburbs to downtown.