By pulling plastic bags over bicycle seats in rainy weather, HLX not onlydoes cyclists a big favour, but also wins an unusual and startling newadvertising space. The line is designative: “Too wet here?” This way it is pointed out to cyclists that there is a cheap way to escape bad weather, namely to fly to southern destinations with HLX.

The plastic bags increased the public's awrareness of HLX and helped to increase sympathy for the brand noticeably.