Every day people waste money (eg on parking fines). Money they could spend on something useful, eg holidays and short breaks. The low-cost carrier Hapag-Lloyd Express directs the public's attention to this fact and points out the clever alternative by displays on breakdown-vehicles with the headline "You could also fly five times to Italy for that". This draws attention on the brand, the Internet address and special offers.

With this ad hlx.com managed to become common talk once more, and bookings by Berlin citizens increased during the period of this promotion.