For regular content there are no restrictions in Mexico, perhaps for political issues there might come some censorship, but that's not our case.

We had a great, unexpected outcome in content generated by the contestants, so in this particular case we are talking about branded content generated by the own audience and there are no restrictions in that scenario.

We planned and executed a communication plan to be where our target is: running tracks, cross fits, gyms, etc. This effort was accompanied with alliances with specialized media in each matter that became media partners of Unbreakable. For the final kick-off, we added the most important crossfitters and runners in Mexico as our social media influencers.

Through this effort, the audience endorsed the event and then amplified the message by creating content by their own.

The clearest example of this are more than 500 videos generated by the audience that have reached more of 500,000 views in YouTube.

RESULTS.

More than 100,000 visits to the official site in one week

At the end of the races in the three cities, over 500,000 views on YouTube in 520 branded content videos generated by the contestants.

For each race, an average of 3,500 visitors were registered, to reach a total of over 10,000 attendees

Over 10,000 people tested the trucks.

In just three weeks, the quota of inscriptions for each city was exhausted.

More than 280 media reviewed the event, including TV, radio, digital and print, reaching more than 2.5 million people.

UNBREAKABLE became a property of Nissan, and is going to be replicated annually.

Increased sales of 15% over the same period of time from last year.