With "George and Harry" working well in the above-the-line campaign, it seemed sensible to use the characters in other media too. The challenge was to adapt their witty and charming kids-talking-like-adults style whilst still positioning the cars as the heroes. So, on banners, a microsite and in the direct mail pieces, Harry and George were found chatting in their unique and amusing way about things like seating configurations, CD players and even finance deals.

Online banners achieved 0.06% click-through rate - tripling the industry average - and doubled the number of brochure requests within the first week. The DM pack achieved a response-to-sale ratio of 30% and resulted in sales worth more than €3.6 million.