“Fernando Alonso seeks “professional fan” to accompany him at all the championships and to be established as a permanent link between Fernando and his fan base”. This was an offer for real employment, with a salary of 3,000 Euros/month and with all expenses paid including trips to all GPs and allowances. The publication of the offer in the spaces dedicated for employment in the press and on the internet generated an excellent media campaign in all the media channels, serving as an amplifier for the action. The news spread and the public response was immediate. Within a week, the date and video-curricula of 35,000 people interested in the employment position were obtained. The commotion generated and the presence of the professional fan in the media throughout the whole season associated the ING DIRECT brand with Fernando Alonso and thereby improved the image of the driver.

In 48 hours, the news appeared on TV, radio, print and on over 300 blogs. The offer became the most read news on Marca.com, the most forwarded on Elpais.com, and appeared in the media throughout the world.In just one week, the website received 200,000 visits and 35,000 candidates. The season total was over 800,000 users who visited the website.The professional fan was the object of interviews and reports on TV, radio and print. An initial investment of 30,000€ was made into a media presence valued at over 2,510,405€, thanks to the impact and interest which the news generated.