The creative challenge was to reconnect Renault F1 with its range of models and to deliver the message "if we can make it there (on the track), we can make it everywhere (on the road)". For maximum impact, the campaign was highly integrated with all activity driving traffic to a branded micro site – www.we-made-it.com.

Taking over the worldwide YouTube.com site for 36 hours demonstrated a highly successful use of viral marketing. We received ten million impressions, 669,000 views of the video, 70,000 visitors on the brand channel, 2500 quotations and 24 awards such as number one most-viewed and top-rated video in the Sport sections.