Results forecast of a +2 points increase in TV share during the Championship

The idea consisted on placing an electrostatic film on the outdoor mirrors of the cars with a F1 car image as if it were riding at the coattails, with the following message: “since next march 25th you will live in MARCA TV the F1 like never before”.The action takes place in the most important Mall's parking lots, placing 25.000 films.

MARCA TV decides to buy part of the rights. MARCA TV is a sports themed channel with very low share but also MARCA is a sports newspaper and ranks nº1 in terms of national circulation.MARCA TV is sports in essence. They are specialists in sports, best latest news, best sports TV journalists...

Since there are other competitors broadcasting the championship MARCA needs to gain awareness to attract viewers.The communication goal was to communicate “watching the F1 on MARCA TV is being part of the F 1, like if you were driving a F1 car”.