Customized media and tailored creative infiltrated the used car market. The only used car complex in the United Arab Emirates displayed Sparks in branded trucks – a placement that never before existed. Branded buses and shelters, plus floating “islands” in used car sections of classified magazines, inspired consideration of a new Spark. Shabby pin-up boards in supermarkets were replaced with branded, back-lit boards. All contact addressed Spark affordability, stating its daily price: 14 Dirhams a day.

A not-so-mini response. Spark achieved 171% actual sales versus forecasts in the first month of campaign. Brochure requests and test drives increased by 230%. We negotiated an added value of 252% on the notice boards we created, retaining exclusive rights for three years.Note:Dirhams = Currency of the United Arab Emirates14 Dirhams = approximately 3 Euros