The stunt, in which a blue, Sympatico-branded car with smoke billowing out of its open hood sits atop a tow truck, ran in Quebec City and Montreal last week.

The execution was designed to promote the depth of content on Sympatico's automotive section.

"The autos channel is about getting information when you're shopping for a new car, of course, but it's also loaded with tips and tricks and facts that you should know about cars," said Patrick Larouche, director of marketing and communication for Sympatico.ca. "Positioning the car outside just gets attention.

"The intent is that people notice it and reference it and start talking about it."Read the full article in Marketing Magazine.

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