We were looking for a fresh way to introduce the new Dodge Challenger. By using misting billboards to simulate a burn-out, we were able tocommunicate Challenger’s high performance, rebellious persona and cutthrough the clutter. The billboards were featured in cities all across the country, specifically where classic car/muscle car festivals were taking place.

All the free temporary tattoos drove consumers to our website, dodge.com/challenger were they could pre-order their own Dodge Challenger. Challenger awareness increased to nearly 70% within the first six months of launch. And the first model year sold out in 60 days….