Campaign Idea: This was translated into an intriguing campaign theme: where everything seems to be under control within Lumina, the dynamic, responsive Lumina driver is hit with the fact that not everything would respond like a Lumina!

Headline: Don't expect everything to respond like a Lumina!

On regional Satellite, TV and Cinema we ran the "doors" TVC which featured the new Lumina in action, responding to every challenge it faces. The spot ends with a very funny twist when the Lumina driver has to face a very slow (compared to the Lumina response) electric door.

On regional newspapers and magazines, we ran different print ads featuring different elements in life, not responding as well as a Lumina would.This concept was also integrated within the online medium with innovative out of the box banner executions and a micro site.

We also leveraged this campaign theme into unique and relevant contact points such as airports and supermarkets (airport and supermarket trolleys not responding)