We brought out to the streets our campaign concept: “Mix the worlds” so that the presence of the new Montero Sport was noticed on site. To achieve this we used a large sign on a highway that is commonly used by our target group. On this huge sign we applied a graphic solution that showed from one perspective the image of a typical lion’s effigy on a city. Viewed from another angle it showed a lion in its natural savannah habitat. This way we succeeded in positioning with our target drivers the concept: “Mix the worlds” through an interactive and playful language.

Throughout the 30 days when the sign was set on the said highway, nearly 375.000 people were reached by the ad. This action contributed importantly towards the sales of vehicles. On this month of release 149 vehicles were actually sold.