As a global piece of ad-funded programming content for Castrol EDGE, the ‘Ronaldo Tested To The Limit’ documentary needed to adhere to strict branding regulations within certain key markets, particularly the UK. Ofcom regulations for the UK meant no branding whatsoever could feature within the film itself. As well as standard logos, these rules applied to any characters or symbols that reflect the brand, however subtle, as this would cause undue prominence and promotion of the sponsor. To counter these strict regulations in the UK, and other European markets, whilst maximising prime time television distribution and brand exposure across the globe, two versions of the documentary were filmed, allowing for different levels of branding. One unbranded version was created to comply with Ofcom regulations, whilst a second version contained overt branding for markets with less stringent regulations. Both versions featured a Castrol EDGE title sequence (15') and break bumpers (5'), communicating product messaging, the campaign url and Twitter hashtag to help drive social media buzz.Investment was secured from Sky Sports UK, giving them first global airing rights and we worked closely with the channel, ensuring their needs and those of other broadcasters, were met from the production stage onwards.

A comprehensive 4-phase communications strategy was implemented to build awareness of the documentary across Castrol EDGE markets globally, driving viewership figures. A key part of this strategy was to create unique collateral for our audience to watch and share easily. The documentary was carved into bite-size teasers and trailers, released gradually through extensive PR and digital activity to drive anticipation and buzz.A dedicated section on CastrolEDGE.com showcased programme teasers, broadcast dates and digital games, extending engagement with the film and brand.Social media was important in securing high viewership figures, utilising both Castrol and Ronaldo's Twitter and Facebook platforms.

The documentary film pushed boundaries both for Castrol as a brand and also in terms of providing football followers with unique, never before seen insight into a real athlete's performance. As well as pushing boundaries, the film and amplification campaign delivered significant and rigorously measured results, including:TV Distribution: • 31 markets have broadcast the documentary to date.•20m viewers to date.•Broadcast deals in place to cover additional 50 markets in Q1 2012.

PR and Content Amplification: •12bn opportunities to see across 20+ markets (Europe, Middle East, Asia & LATAM).•$226m AVE media coverage achieved.

Digital: •250k unique visitors to CastrolEDGE.com/Ronaldo (Aug-Dec 2011).

•Game had in excess of 40,000 plays with average dwell time of 6 mins.

Social Media: •You Tube: 8.1m+ views across 25 different clips including the 17th most watched sport video in September 2011.

•Facebook: Content on Ronaldo’s page achieved 99k engagements - the most by any brand and 39% higher than the next most engaged brand post.

•Twitter: 193k tweets during Sky Sports premiere - accounting for 0.03% of all tweets globally at that time.

Brand Effect:•Increased brand awareness for Castrol EDGE of 5%.