Opel launched its KARL model for only 9,500 € with all essential features already on board, making it the cheapest German-engineered car on the market. The task was to promote this offer with a print ad focusing on the price, targeting smart shoppers between 25 and 35 years old.

The price of the Opel KARL is so suspiciously low that most people would think there is a catch to it. The idea was to play with the readers' suspicions by inviting them to look for the hidden costs, even though there really are none.