The message was big, bold and simple: 'The Mighty Nissan Navara'. Media had to live up to the challenge with its own muscular '3P' approach. We created A0 double-sided posters to insert into regional newspapers, country sports magazines and relevant business press. Giant poster sites were selected in key provincial towns and exhibition stands were built at major county shows. And we placed a Navara on the roof of the Vanguard building near Nissan head office to 'demonstrate' its 'muscles'.

Navara sales were up 65.9% on 2003 and 24% higher than business plan. During the Scrapheap period sales role by 171% compared to the equivalent period in 2003. Favourability scores (8-10 out of 10) leapt from 34% to 41% amongst Scrapheap viewers and to 47% for those aware of the sponsorship.