People who love speed are often caught by speed cameras, receiving their fines in the post. To take advantage of this, we designed banners reading ‘Need for speed?’ with the Xbox logo, which we placed opposite selected speed cameras. When drivers were caught by the cameras our banners appeared within the photos on the fines. This innovative use of the media, combining the ambient hijacking of the speed cameras and the commandeering of direct mail via the postal fines, perfectly isolated our target audience, allowing us to urge them to only put the pedal to the metal with Xbox.
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