Scratch marks on the windows of public transport vehicles happen to be a common sight. We turned them to good use as an advertising medium, demonstrating the benefits of Rimmel Nail Care. To do this, we attached small stickers reading “Extremely strong fingernails” to the scratched surfaces.

The promotion in public-transport vehicles was a real eye-catcher and sparked a great deal of interest and discussion in several large cities. It also increased the number of clicks on the homepage and was much discussed in various internet forums and blogs.