Case Constructions main business is supplying contractors with earth moving equipment. Case wanted to engage their customer at a different level, a level that would engage the customer with their passion. We decided to use Fabian Coulthard a V8 Supercar Driver as their brand ambassador. We designed Case promotional campaigns around Fabian and the V8 Supercar Championship, had Case customers as special guests of Fabian at race weekends and had Fabian visit Case dealers around Australian. Our activation integrated Fabian into the Case Brand, we had Fabian drive Case equipment and created a campaign called “Fabian Coulthard is on the Case” integrating the Case Brand and Racing. Fabian attended Case National Dealer Conferences. What Case has found by having a brand ambassador like Fabian, is that their customers now have more loyalty to the band and internsales have grown.