The Race was run through open TV. We made a synchronised launch at 8:50pm, but this time, the innovation was that each of the 5 channels represented a different car. The audience ran with their preferred car, only changing the TV channel using the remote control, and they experimented the difference in perspectives of the race, with its own soundtrack and car colour, with an exact precision.

Engagement Results: People lived the experience and understand the product personality.Media: 67% of reach. The Facebook Fan Page grows a 92%. More than 11,000 people join to the event. The Race was streamed through You Tube and TV after the race.