McLAREN MERCEDES by OMD London for Vodafone

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McLAREN MERCEDES

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Creative Director Russell England
Released March 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: VODAFONE
Product/Service: TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Mar 29 2009 12:00AM
Entrant Company: OMD INTERNATIONAL, London, UNITED KINGDOM
Entry URL: http://www.vodafone.com/start/sponsorship/f1/player.html
Global Sponship Manager: Fiona Murphy (Vodafone)
Program Manager: Richard Johnson (Ether Digital)
Partner Manager: Crispin Bolt (McLaren Racing)
Partner: Josh Rex (This is Open)
Partner: Joe Hoyle (This is Open)
Founder: Magnus Jern (Golden Gekko)
Creative Director: Russell England (Outsider)
Owner/Photographer: Patrick Gosling (Patrick Gosling Photography)
Publishing Manager: David Harris (Haymarket)
Media placement: Mobile Application - Various Mobile App Stores - 29th March 2009
Media placement: Digital Online Player - F1-Live.com; McLaren.com; Social Media - 29th March 2009
Media placement: Live Airport Feeds - 7 UK Airports - 22nd May 2009

Results and Effectiveness
The mobile touchpoints and contextual placement of the application enabled the F1 fans to have continuous access to VMM content, with impressive results: • High conversion rate, 86% from the VMM wap site • 570,000 successful downloads of the mobile app • 1.2m usage sessions • 70% of the users reached were non-Vodafone customers (so bringing in new users) Vodafone was able to put a new perspective on the global sport, thus rewarding its existing customers with a powerfully involving experience. The Vodafone F1 app is now viewed as a key mechanic for customer retention and acquisition.

Creative Execution
Vodafone developed a free mobile application in partnership with Vodafone McLaren Mercedes. Content included 24 exclusive VMM videos, photos, live F1 new feeds, race telemetry, driver & team biographies, circuit guides, race commentary, championship and race results. A three-stage approach for activation: Invitations that Inspire: Broaden the reach and appeal of the Vodafone sponsorship by giving consumers a window into the world of F1, providing truly mobile access to VMM, distributed via SMS, Mobile website, Vodafone live!, appstores, websites and virally. Experiences that Convert: Engage customers by creating unique and innovative customer experiences through a unique mobile application that allows them to consume VMM content whenever, wherever they want. The application is dynamic so the content is always up to date. Conversations that Celebrate: Generate noise, excitement and discussion around exclusive content. 24/7 access to VMM content encouraged people to share and give their own comments on expert F1 blogs.

Insights, Strategy & the Idea
When high profile advertisers walk away from a sport, you have to question why you’re still involved. This was precisely the situation that Vodafone faced in 2009, as it entered its third year sponsorship of Formula 1. The tight regulations regarding access to content makes F1 a difficult arena for brands to cut-through and deliver a point-of-difference. Historically, Formula 1 is consumed via TV, however, Vodafone saw the opportunity to differentiate itself from the rest of the sponsors and propel itself ahead of its telecoms competitors. Strategy: Vodafone empowers and rewards passionate individuals by connecting them with their passions. Vodafone enables customers to get closer to F1, bringing the latest news from the track into the hands of its customers. Idea: Vodafone created a mobile platform and aggregated and distributed all Vodafone McLaren Mercedes content to mobile, keeping consumers engaged with the F1 story throughout the nine-month season.