The onscreen visual starts as per any other car commercial. The camera moves around the car, showing off the sleek and stylish lines of the car as the car pulls off. At this point, the audience perceive the ad as just another car commercial. As the car takes off , the camera suddenly jumps to show the driver’s point of view and at this precise time we activate industrial fans which blow into the audience giving them the exhilarating sensation of being in the car. We actively engage their senses of sight, sound and feel. On leaving the cinema, consumers have the opportunity to sign up for test drives of the roadster.

The campaign has only recently launched, as it was devised to support Winter sales drop-off of open cars. No numbers exist yet, but anecdotal evidence and feedback has been very positive, and dealers feel the awareness generated and positve response justifies ongoing support and involvement in the project.