The strategy focused on turning the dealerships into dynamic billboards. This proved especially efficient in São Paulo, where billboards were banned by law. The greatest media challenge was finding a way to link the action at the dealerships with discussions on social networks. The solution was to use radio. The avenues where the dealerships are located have heavy traffic at any time of day or night. Therefore, radio was the best medium to reach the consumers who had become curious with the mystery of the Morse code.

Another relevant point was press coverage. A series of subjects were suggested in the days preceding the campaign broaching the ways the automotive industry might extract value from their social networks. Over 100 press vehicles covered the Freelander campaign under this perspective, with a focus on how innovation within the dealerships can drive discussions on social media.

The campaign's third stage was initially scheduled to last a few weeks. It only lasted two days, because the dealerships ran out of Freelanders to sell.

The most important communications results were:

Approx. 20 million impressions in social media.

Approx. 400,000 views for the campaigns videos.

Approx. 3000 participants in the Morse code translation contest.

Strong press coverage.