The radio ads featured an annoying driver calling strangers, bothering them by asking for directions. He does anything to get the directions he needs – even leaves messages on strangers' phones or pesters a young girl. We ran three radio spots in the same break to heighten the sense of irritation. We complemented the radio campaign with posters on the backs of buses featuring quotes of irritating requests for directions, giving consumers a number to call for more information.As the client was new to the segment, his expectations were limited to creating penetration and reaching 5% market share.

'Que' made a dramatic entry into the GPS market: • As a result of the campaign, 'Que' went from 0% to 20% market share, becoming the market's number 2 brand in less than a year.• the phone number was initially aimed at directing people to relevant stores. Due to the huge response, it surprisingly became a sales channel for businesses as well.• In every possible parameter – from penetration and awareness to sales, the campaign dramatically exceeded client expectations.