The creation of a television programme allowed an unprecedented opportunity to communicate key messages to the enthusiast audience. Beyond 30" commercials we created specific programme storylines and customised subject vignettes, employed product placement in the show itself, and most importantly, demonstrated the core philosophical match between the TSC brand and the audience. The platform also extended online with deep information sections housed on both the TSC and ESPN2 sites.

During a sluggish 2003 economy, this campaign helped increase same-store sales by 3.7%, overall sales by 22% and gross margins by over 30%. Awareness of the brand climbed by 18% with heavy users and by 60% among the core super heavy brand enthusiasts.