Context is everything.

Following is an example:

If web viewers wanted to watch a test for the Mini Cooper, first they'd land on a preroll where the Mini simply could not take the place

of a Smart.

In total, more than 120 versions of the competitive videos were produced to target everyone possibly interested in Smart competitors', in the right context.

Of course we applied the same contextual media strategy to social networks like Facebook and Twitter, pushing competitive content to all those who had shown an interest in our competitors.

On Facebook only, with no media spent,

our reach has increased by 1100% and our engagement by 1200%.

The overall number of impressions for the digital campaign (still running) is 7.2 million.

Last but not least, this very tactical media strategy has spread well beyond its context and generated significant PR even appearing on several national

TV shows.