In order to promote a reasonable rental offer by Europcar among city-bound bike enthusiasts, with the offer involving a rental car plus bike carrier, this campaign needed to address the target group despite its small budget. The solution was to present the offer at a perfect touch point which had never been used before: at the bike lanes in German cities that were marked with an iconic bike symbol. That very symbol became part of the advertising – which was sprayed directly below, so that the bike looked as if it were mounted on a car. Bikers literally came across this “enhanced” bike lane sign all around the participating Europcar stations, causing demand for the rental package to soar. And when the season was over, the offer just vanished from Germany’s streets, because the environment-friendly chalk spray was washed away by the first autumn rain.