The idea takes all the adrenaline and love for speed that racing fans live in every Formula 1 race, and translates it into a unique promo for fans to experience that same feeling. Connecting Ruffles and the fastest sport in the world in a different and disruptive way.

The Formula 1 fandom is surging year after year, making it one of the fastest-growing franchises in the sports business. That's why on the last season, Ruffles -Mexico's favorite cheese snack- partnered with the Mexican top Formula 1 pilot: Sergio "Checo" Pérez. Developing a promo conceived to be as hard to win as it is to drive a Formula 1 car. An attempt to connect with millions of adrenaline-loving fans of the fastest sport in the world.

The fastest promo ever made. Participating was easy.

You could win a year-long supply of Ruffles by entering a code printed on a giant outdoor. The trick? You have to be able to read it from a moving Formula 1 car driven by Checo Pérez up to 200 MPH.

The main challenge was to find a unique and disruptive way to use a celebrity like Checo Pérez and at the same time connect with millions of racing fans. To do this, we decided to match all the excitement and rush the fans experience in every race and create a promo with that same adrenaline factor.

The idea came to life during the launching month of the Formula 1 last season and it combined several elements that turn it into an instant hit.

-Checo Pérez a Mexican Formula 1 pilot with millions of followers who promoted the participation on his social media through a teaser that aired for a week.

-A website launched nationwide across Mexico where people can watch a new and disruptive promo video and try to read the winning code from the point of view of a Formula 1 car driven by Checo Perez at 200 MPH.

RESULTS:

217 Million Impressions

62 Million Views

79% VTR

169K Interactions

After many years Mexico has a top driver in the Formula 1 grid: Checo Pérez.

What turned Formula 1 into one of the most popular sports in the country.