The programme provided a unique opportunity to see behind the scenes of one of the world's greatest racing teams. From the ‘back-room boys’ and the test drivers to the engineers and truck drivers, viewers discovered the unique challenges that members of the Toyota team face in the pursuit of motor-racing excellence. The programme was supported by vignettes, 30” spots and print advertising in the same visual style to ensure all brand messages were closely linked.

•1.2 million viewers watched programme •18% increase in Knowledge of Toyota F1 •In focus groups in the UK, France and Germany 60% of respondents agreed with the statement ‘…had a positive effect on my perception towards Toyota‘•Greater than 40% increase in correct core message attribution