Commissioned by leading distributor Koch Media Benelux we’ve supported on developing, planning and executing a fully integrated marketing campaign to position this year’s F1 game of Codemasters as a mainstream product and ride the F1 hype of Max Verstappen in the Benelux. This 360 campaign included an integrated mix of huge PR moments like the introduction of Circuit Zandvoort and the announcement of famous F1 commentator Olav Mol. Furthermore, media published all together over 100 reviews with an average review score of 8,6 out of 10, we’ve supported Koch Media on the creation of the documentary about the making of Circuit Zandvoort. The campaign generated tons of free publicity via popular game influencers such as Fifalosophy and we helped Koch with organising an exclusive promotional week at SLAM. Furthermore, together with partners such as: Red Bull, SLAM and Fanatec, we’ve organized an awesome and completely free launch event (including a livestream on SLAM’s YouTube channel) at the world’s first Official F1 Racing Centre in Utrecht. Celebrities, such as Olav Mol, Puck Moonen and Tom Coronel and world champions like Rico Verhoeven and Twan van Gendt attended. This all supported with a highly targeted above the line marketing campaign including branded content at Radio 538, product placement at Ziggo F1 Café, television commercials, OOH, joint promotions and online marketing to stimulate awareness and sales, F1 2020 became the best-selling F1 game in history. Moreover, the campaign dealt with the challenges of COVID-19 and the Benelux even became the best-selling territory of the world!