We inserted 50,000 mini airbags in Brazil's main business magazine where, by hitting the ad, readers would make it inflate instantly. We directed the action to a restricted mailing, to reach only our target audience.

This ad was introduced along with a full product launch, so it highly contributed to the overall media strategy.Peugeot owners’ perception of safety increased by 11% and sales of the 408 increased by 40% in the following months.