After it became clear Max could have a real shot at the title, we started preparing our big activation. And after his nailbiter victory on Sunday night, we opened the TOTO Tattoo shop immediately the next morning.
Superfans of Max and Formula 1 were able to get a free, custom and unique tattoo provided by TOTO that pays homage to their hero.
The activation was a huge success. Not only did 70+ people actually go through with it, the stunt was picked up by many print, radio and TV outlets. This generated huge free buzz for TOTO and strengthened the connection between Formula 1 and TOTO, a brand that is mostly recognised for their ties to soccer.