It was important for us that people remember the answer to their question. Therefore, it was not enough to just say, “here's a new service for you,” it was important to stop people with our ad so that they would remember it properly. That's how the Eye-Catcher Bear appeared. Why a bear? No reason why. But while people are looking for an answer to their question about the bear, they are memorizing the answer to the one and only question: where to book hotels. To hold the viewer's attention our bear does not just appear on screen, he also plays geography quiz in the video, and also acts as a consulting expert in outdoor advertising and in short versions of OLV.