We got a hold of the PA system, which often calls out for car owners to attend to their parking places. We changed the message that the female announcer normally says. How it worked: at first it seemed just like the ordinary "Attention owner of the Fiat Stilo plates so and so" etc. But after saying the car's name and realizing she is talking to a Fiat Stilo owner, the female announcer changes to a sexy insinuating tone, and begins to describe herself as a beautiful brunette in a willing mood.

Advantages when compared to traditional media (radio):- Production cost under US$1000, way cheaper than a regular commercial;- Aired for free due to special negotiations, because of its originality as a format;- Nearly all club members belong in our target group, so target reach was close to 100%.