We created an in-car radio game show revolving around collectible car window stickers available at the point of sale. These Havoline-branded stickers were only available from certain city locations and carried fun slogans relevant to local traffic culture. Metro Radio's popular DJ duo – Bob and Apple – hosted the game, interviewed drivers and promoted the stickers alongside traditional radio spots. Every day extraordinary family driving prizes were up for grabs in the show.

Havoline sales figures outstripped their original targets. We drove a 31% sales increase when the game show was at its most popular (compared to the same period in 2003) and 35% after the show had finished but the promotional coupons were still valid.