Targeting the young and trendy (our target market) we needed to advertise in places they frequented. The video rental store was decided. We looked at various ambient ideas that were fresh and noticeable.

We created messages that would go on as well as inside video/ DVD boxes that spoke of either a specification or option available on the new “smart for two”.These messages on the box were placed in the relevant sections of the store, depending on what they said.The messages that were designed to go in the box were placed inside when a customer rented a video.

The campaign was a success due to an increase in sales and test drives.