We knew that anyone buying an expensive watch is also likely to be the driver of an expensive car. One of the technical features of today’s luxury cars is a night-vision device.

So, we developed the first poster that could only be viewed via the night vision system of one of today’s luxury saloons.We produced a billboard that enabled us to show a 'heat image' from a range of temperatures. We incorporated Jaeger-LeCoultre’s "Master Compressor Extreme World Chronograph" watch into an aluminium sheet, together with the message "Made for visionaries".

But an exclusive message also calls for an exclusive environment. We wanted to reach as many cars as possible equipped with night-vision systems. Our solution: we placed the posters at glamorous VIP events in Germany.

0% scatter losses, 100% relevance. Lots of cars stopped in front of our poster. Their drivers looked incredulously at their displays and appreciated being appealed to in such an unusual way. Some of them even got out of their cars to examine the poster.Sales within the relevant target audience rose by 26% during the period of the promotion.