Based on the theme, “Unleash Your Sports’ Spirit’, Evo Challenge was an original creation of tailor-made brand programming.

Throughout the 13-episode highly spectacular show, the contestants used Mitsubishi Lancers to navigate tough terrain and challenges. The young inspirational contestants became the brand ambassadors for the car in this first Thai-originated reality series. Production approach was dramatic and glamorised contestants and the car itself, creating appointment viewing with the normally hard-to-reach young Thais.

Over US$1million (200% ROI) brand exposure value was achieved (TV, print, online). The programme rating tripled in 3-weeks, a top 10 for that channel, and over 10,000 people visited the website. Lancer sales for December after the Bangkok Motor Show rose over 50% (vs 8% rise for 2005)