In March 2002 ZenithOptimedia convinced Toyota to make a four year, £20m investment in brand communication by sponsoring the TV coverage of the very sport they were entering into – Formula One. The main contribution ZenithOptimedia made to their business was to exploit this sponsorship, creating something much bigger, exciting and, in the end, commercially successful for Toyota.A 360 degree Inside F1 media territory was created to: developed routes of communication not used before; created new unique ways of using existing media space and transcended the divide between what is traditionally regarded as advertising and editorial.