THE CHALLENGE

For the first time, PuntoPro, GroupAuto’s after-sales workshop network, communicates to the B2C market through a cross-media communication project that includes both engagement and commercial activities. The project features Loris Capirossi as the testimonial, who challenges motorists to “Put us to the test.”

THE EXPERIENCE

In addition to a teaser and a TV spot aired on all RAI channels involved in the broadcast of Formula 1 practice sessions, qualifications, and races, a dedicated website for the web series was created. This web series features the challenges launched by Capirossi to PuntoPro mechanics. The project also includes two contests (summer and winter check-ups), communicated via radio, as well as an incentive for all workshops.