What better way to make our target market sit up and take notice than to have the X-TRAIL bursting out of the ground in places where they would least expect? This perfectly conveys the X-TRAIL's extreme credentials. To achieve this, we sliced the back end off an X-TRAIL. To help make the illusion seem more realistic, we sourced the flooring of numerous venues to ensure the rubble round the X-TRAIL matched the flooring it was on as closely as possible.

We reached over 50,000 extreme sports enthusiasts with an engaging brand and product experience. Event visitors were compelled to stop and ask questions about the intriguing display. Once we had their attention, it was easier for our promotional staff to speak to them about the X-TRAIL, their vehicle requirements, and to determine their value as a prospect. 2,900 brochure requests were generated from mainly cold leads and followed up within seven days of the event.