A penny saved is a penny earned

Chevrolet created a unique billboard made from over 20,000 pennies to launch the value-for-money Chevrolet Aveo car.
The 20 foot billboard was created in New Oxford Street.
But Londoners stripped it of all it's pennies in about 30 minutes.
It was a cool advert to grab the attention of the public and illustrate the 769,500 pence price of the car, but it didn't stand a chance against the sticky fingers of the populace. However I'm sure the stripping of the pennies has produced much more publicity for Chevrolet that the cost of the billboard could normally buy.