Challenge: Gillette retained Leverage to develop a brand strategy to reach its target market through a NASCAR program - the ABC primetime series "Fast Cars & Superstars: The Gillette Young Guns Celebrity Race."

Solution: Leverage reached out to non-competing NASCAR sponsors to augment the event and telecast reach and impact.

Results: Leverage developed corporate involvement and activation programs for Lowes, Alltel, Scotts and, generating almost $7 million in additional support (350% more than was expected by Gillette) for the program thereby greatly expanding its reach and impact.