If we gave you a Koleos,where would you take Nathan Drake?Calleja answered: "Where I haven’t managed to get to yet… the island in 'Lost'.""You can do that…", we answered.For the first time, the phenomenon of unparalleled worldwide TV would be integrated as part of the adventures of another show. But while we were at it, we also took a look at some other successful shows. So fictional series, reality shows and documentaries would become the unprecedented scenes for Koleos incursions.This would be an adventure series we continued on the Internet, thanks to the co-branding we did with Playstation and Calleja himself: an on-line gymkhana through social networks, SEM, YouTube, blogs and Display, places where netizens were to search through the episodes of Calleja in his Koleos in order to find the clues necessary for completing the adventure and winning the Playstation prizes.

With 47% less budget than in 2008, we established a brand-recognition index of 74%. In a market that was 20% off, we achieved a visibility level that translated into a 10% increase over sales projections.

The brand’s popularity on TV increased over 17% when compared to the annual average. We got over 64 million online hits and more than 5,000 references to the adventurers’ activities. (Google: +284% increase). Over 2,000 people signed up for the online gymkhana.

Renault and Playstation obtained mutual returns on their investments without any additional outlays.