Here's how the first Internet Road Movie Series was born:Telmo & Luis - The Road Tasters.In April 2008, Cepsa hired Telmo García, a specialist in curves and Luis Hernández, a specialist in straight roads and gave them a mission: to travel across the roads in Spain in order to find the safest route between two points.What better ambassadors for buenviajecepsa.com than curve and road tasters?We designed a series poster and prints, online campaign and a mailing to opinion leaders to introduce the road series with a collection of “mini kilometers” with the funniest milestones on each trip.

• Portal visits: from 165,618 to 366,463. Increase 121%.• Unique visitors: from 138,987 to 312,091. Increase 125%.• Pages seen: from 452,885 to 866,026. Increase 91%.• Total hits: from 10,948,215 to 21,689,313. Increase 98%.• Free media coverage was 237,000€.

• The campaign appeared in some of the TV programs with the largest audiences, like Buenafuente, without cost.