Yes, we tickled the man.

When it comes to e-mobility, our fellow industry rivals fork out mega bucks on advertising in order to get their messages heard far and wide. Yet, your friends here at Innocean managed to outwit them with a single, strategically placed billboard. Allow us to explain.

At the time of our little stunt, most brands were only talking about e-mobility, but Hyundai were actually doing something about it. To be a little more specific, they had already built the world’s first electric compact SUV: The Kona Electric.

So, in order to make our competition turn a new shade of red, we booked a giant billboard containing three little words that called upon one of our biggest industry rivals: Elon Musk.

To add a little fuel to the fire, we placed the billboard at Geneva International airport for the thousands of guests, press and media that attended the 2018 Geneva Motor Show.

And it worked.

With 385 media outlets reporting about it.

Sorry, Elon. #notsorry