CHALLENGE: Make consumers actually realize the thinness of the Motorola RAZR V3, using a non-common media to communicate it graphically.

STRATEGY: Advertise the cell phone in a space as slim as the one it occupies in real life: the edge of a magazine. That way, readers would have a precise idea of the size and practicality of the product.

RESULTS: The campaign helped Motorola to achieve their selling goal of 300,000 units.