In order to achieve this, several floor graphics were imprinted with cracks, snow and/or mud in various city streets and parking areas. Next to them, a road signal that read "This is how it feels, Ford Ranger " was placed with a photograph of the pickup truck.

Drivers drove through a difficult road without feeling it; a situation that led them to experience the unique softness of riding in a Ford pickup.

Effectiveness: The effectiveness of the action was surprising, reporting a 25% in increase of sales of our product and reported a 75% of increase of visits in Ford concessionaires. Reason why the value of the investment was minimum in comparison of the results.