F1 Sponsorship: "THE MISSING HELMET" Promo / PR Ad

Category: Best Use of Sponsorship
Advertiser: PHILIPS
Product/Service: F1 SPONSORSHIP
Creative Vice President: Raphael Vasconcellos (AgênciaClick)
Creative Director: Fred Siqueira (AgênciaClick)
Art Director: Diogo Valim (AgênciaClick)
Copywriter: Bruno Barbieri (AgênciaClick)
Copywriter: Marilou Albin (AgênciaClick)
UX Designer: Fabrício Teixeira (AgênciaClick)
Account Director: André Chueri (AgênciaClick)
Account Manager: Rosana Fortes (AgênciaClick)
Project Manager: Ivan Pacicco (AgênciaClick)
Production Company: (Primo Filmes)
Media placement: Internet - Twitter - 02 / October / 2009
Media placement: Internet - YouTube - 06 / October / 2009
Media placement: TV - ESPN - 06 / October / 2009

Summary of the Campaign
We used a sponsorship to elevate a brand presence in national media coverage around the Brazilian F1 Grand Prix.

The Goal
To build awareness about Philip's sponsorship of the Williams F1 Team.

Results
In only 2 weeks, we reached 50.230 twitter users, 43.185 views on YouTube, and had massive media coverage, including TV and international F1 blogs

Execution
Two weeks prior to the F1 Brazilian GP, we spread a story about the loss of Nico Rosberg's helmet. Nico himself posted a video on YouTube telling the story and we used Nico's Twitter account to updated users about the quest. The individual who was able to find the helmet and broadcast its position live to a website could win tickets for the Grand Prix.

The Situation
Philips is a well known brand in Brazil but it's sponsorship of the Williams F1 Team was not recognized as a brand effort.

The Strategy
Since we had little time to develop the promotion and being on a limited budget meant we turned our attention to the internet, especially twitter and youtube. These websites seemed to be the right tools to use to in order to get a rapid response.