Once the idea was approved by the broadcaster and by Volkswagen Trucks, a unit from their recently launched line called 'Titan' was produced by the factory. It featured an exclusive paint job. The truck was baptised 'Titan' by the series’ two heroes, thus seamlessly inserting the truck’s model name within the show’s story line. When deemed opportune, mention of the differentials and benefits of the product were inserted into the script. These were not limited to its appearance.

The cost of this action was far less than that of conventional campaigns using sponsorships or 30” spots. The client avoided production costs and the action generated a great deal of spontaneous media, optimising the communications investment for a product/brand consumed by and generally communicated to specific segments of the economy.