Using a newspaper as an advertising space is not an art. However, involving the whole communication media in the idea is: A small CEMEX mixing truck “fills” the masthead to the spacing gaps between the articles with filling material. These gaps have never been printed up until now. A real eye-catcher to make sure that the reader stays on the page.

The attention achieved filled in the customer’s satisfaction. The number of clicks on the company’s web site rose significantly and concrete product inquiries came in fast.