We decided to bring out the advantage of the rearview camera in an innovative way, instead of producing a regular ad. So we compressed the last page of the newspaper and put that as our ad on the front page, with the line, 'See what's behind.' So the readers could see what's behind, without having to turn, which is precisely what the rearview camera helps one do.

Hundreds of thousands of readers experienced the product benefit firsthand and the brand recall of the car considerably went up.