1. The communication strategy was to create client connections through brand experience. Not only create awareness, but motivate clients to understand the reason.2. Speed and Thrill. The translation of the event and promotions. What we feel when watching a Formula 1 race. But how to establish this experience outside the race?Impact clients at all stages in various possible ways.Before event: website, tickets, brand-kits, on track Porsche Driving Experience, helicopter service.During event: 4 exclusive areas for 4711 people.On the tracks: Closed circuit. Literally. Race track brand exposure through signs, guardrails, bleachers, line girls.

- 95% client satisfaction with the experience. IBOPE Intelligence research poll.

- Santander’s communication strategy was a success: the brand with the greatest visibility during the official broadcast (held by the channel with the highest audience rating in Brazil). 832. Was the number of times the brand name appeared during the broadcast, the equivalent of 16 minutes of brand exposure throughout the entire race.

- 5 Euros returned for every Euro invested. This is what the bank estimates as a result of the sponsorship.