Difficult legal climate in US limits ability of automotive advertisers to demonstrate product attributes, particularly when it comes to high end performance. By integrating the product into motor sports based content, we were able to overcome objections and concerns about overstating capabilities, or encouraging unsafe use of the actual production car. By racing production based car, modified only for safety, credible performance message was delivered to the most sceptical viewer.Character based story telling kept interest high when action shifted off the track, and gave even non-race fans reason to stay tuned, further broadening the appeal of the show.

Two simple metrics. -Show reached nearly half a million viewers each week. Audience delivery in the 18-34 target area indexed at 120 to total viewing population, with 75% being male.-In March, first month after show debuted, Solstice sales delivered 117% of objective, highest of any Pontiac offering.