We exploited one of the key creative devices – the image of ‘filling up’ with e+ - by creating revolutionary formats in each medium:TV sponsorships - morphing channel idents into Repsol bumpers (A3, T5), incorporating programme icons in the creative, negotiating screen-dominant images, invading shows before ad breaks. Newspapers – unique formats which ‘filled’ spreads, consecutive pages and front/back covers.

Internet – rich media technology ‘filled screens’ – an online first.

Radio – traffic report sponsorship and endorsement from presenters.

Spontaneous awareness was tracked for e+ and BP Ultimate by IMOP. The campaigns ran at the same time, but there was only one clear winner. Whilst Ultimate barely registered, e+ achieved figures of 800,000 mentions per week. (growing 450%). As intended, e+ is the runaway market leader in new diesels.