SIXT, one of the largest car rental and leasing companies in Germany, used new ways to improve the success of their online advertising. For the first time ever, SIXT included ASCII-art into keyword ads and the meta-text of their website. The result: SIXT Keyword Ads and search results also show ASCII-pictures of cars. Which makes them highly visible and clearly distinguishable in the ‘lead-loaded’ environment of competing ads. A low budget solution with high market impact, which increased click rates by 47%.