We launched a radio campaign that you could watch from your car. The message: “Thanks to Touring Mobilis, your GPS system knows everything that’s happening on the road.” In the radio commercials a GPS voice warns you about a surreal situation in traffic. To the drivers’ surprise, those bizarre updates were actually true.

Thanks to a solid seeding strategy, the campaign was immediately picked up by the media and was talked about in various radio shows. Drivers took photographs and put them on their Facebook, Twitter and blog pages. The bizarre situations even made it into the real traffic updates.