You were expecting to read the front page of your usual newspaper, but suddenly realized it was written in italian. Right in the middle there was an ad explaining: "What if one of this mornings your Metro was in italian? Fly to Milan from €39.99".

The client knew for sure that EVERYBODY who read the Metro that morning took notice of this ad. With this campaign EasyJet has increased its growth rate in Madrid constantly over the last months, and Spain is now second to the U.K. only in the company business volume.