In Panama it is not allowed for brands to invade live sports transmissions. The space available for advertising has to be only a third of the bottom of the screen.

By making an Alliance with the cable channel and involving the brand in one of the tournaments with a high viewership and affinity to our target the ATP Challenger World Tour, we found the key contact point to transmit the message and easily show the functionality and benefit of driving using Lexus Lane Departure Alert.

By adequately selecting the media, vehicle and the right timing, we reached:

-67% reach of the target group

-We avoided zapping by inserting the purchase during the plays, at moments of high attention and excitement

-Most importantly: THE SALES GOAL FOR THE FOLLOWING 7 MONTHS WAS MET IN JUST 2 WEEKS.