2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

Instead of trying to grab people's attention with full-page ads, the agency designed the world's smallest press ad - 1.4 cm x 0.6 cm, beating the last record of a 1.7 cm x 1.2 cm ad done in Brazil in 1999. Almost hidden among the press article, the tiny text reads: '0.99% Our smallest interest rate ever. Call 04 2922222 Nissan.' A teaser ad on the cover page asked readers to spot world's smallest press ad and call the number. When they did, they got a raffle coupon to win a car.

Results

The response was anything but small. Nissan received a record 372 calls that day, their highest ever. The world's smallest press ad generated a lot of media buzz while powerfully reinforcing the promotional message.