Every airline in the world would like to tout its cheapest fares, but cutting through the clutter of competitors can be tough.

But just recently 1Time Airlines in Johannesburg, South Africa, came up with its own unique approach.

It parked a car in the parking area at Johannesburg International Airport next to a walkway for everyone to see.

The car was locked up with wheel clamps, covered in dust, and strewn with warning notices and parking tickets. It had obviously stayed longer than expected.

A sign hung above the car read: “Paying less for flights means you can stay on holiday longer.”

Stuart Turner, a copywriter at the agency DDB’s Johannesburg office, came up with the idea, and as he explains, "It was born out of a real-life incident where we parked our car for an extended period of time at the airport.”

Turner returned to find the car covered in dust. He says, "The idea just happened naturally from there.”

The campaign ran for about three weeks over December and January, and the only cost was the fee for the parking and the cost of renting the car.

There was plenty of evidence that people noticed the creative.

“When we came to collect the vehicle, it was covered in comments that people had written in dust on the car,” Turner says. “These ranged from funny reasons of what happened to the owner of the car, to people expressing their empathy for the amount of fines he or she had received.”