In 2018, gas prices in Canada were on the rise, and so were the number of Canadians searching online for up-to-the-minute results on fluctuating gas prices. What people weren’t searching for was fuel-efficient cars. So Mini Canada hijacked searches for gas prices to present drivers with a long-term solution to their gas-price woes. The brand layered real-time gas prices into search copy using Google ad customizer tech and directed people to its fuel-efficiency page to learn more or book a test drive. Mini received 15 times more leads from using “gas price” keywords compared to “fuel-efficient cars,” which translated to an in-dealer revenue increase from $36,000 to $576,000. And consumers’ questions about prices were answered while being marketed a product they weren’t even looking for.