Our first step was to create a blog, named after costaricaholes.com. This was an independent site dedicated to the bad conditions of Costa Rican highways and streets. People here were able to complain about the problem and upload their own pictures of the holes on the streets.The blog’s promotion was made through viral mails and mouth-to-mouth advertising took care of the rest.Only after 15 days the site was online, people placed it as one of the top-10 sites of the country, getting around 30,000 clicks and almost 1500 photos were uploaded.

All of the sudden, people would start spending time with our idea and with the brand.During summer, after the whole low-budget campaign ended, Nelka rented all of their cars, being the national client 95% of it. This result was way over our client’s expectations.After summer, Nelka rent-a-car, has found and taken a hold of a new niche market.