The yes-no-debate on the pricing would have been never ending.

Instead of that we focused on reminding people what it was all about –Finnish drivers are extremely fast – and Finnish people extremely committed to Formula One. It's part of our national legacy.The core of our concept was the slogan: ’THE FASTEST PEOPLE ON EARTH.’ On TV-commercials we showed ordinary Finnish people doing ordinary stuff – only a lot faster than expected.F1 driver Kimi Raikkonen liked the idea and took part to this campaign as well. Kimi doesn't say much – he's fast in every way. And we got to use this in our advertising.

The biggest effort of this campaign was ’THE FASTEST COMMERCIAL BREAK ON EARTH.’ All the biggest car companies joined this campaign and let us run their commercials on double speed in a prime time commercial break. Something that had not been done ever before.

MTV3 MAX made a tremendous start. Within weeks it was already the most successful pay-tv in Finland, ever.The phrase ’FASTEST PEOPLE ON EARTH’ was all over the media when ever Finnish drivers did a good job on the track: the fastest people, the fastest success story.