VODAFONE MCLAREN MERCEDES by OMD FUSE, OMD London for Vodafone

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VODAFONE MCLAREN MERCEDES

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Industry Mobile Communications
Media Promo & PR, Case study
Market United Kingdom
Agency OMD FUSE
Agency OMD London
Released March 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: VODAFONE
Product/Service: VODAFONE
Date of First Appearance: Mar 1 2010
Entrant Company: FUSE OMD INTERNATIONAL, London, UNITED KINGDOM
Global Head of Sponsorship: Daragh Persse (Vodafone)
Account Director: Stephen Hutchison (Fuse / OMD International)
Managing Director: David Pinnington (Fuse / OMD International)
Head of Fuse / OMD International: Louise Johnson (Fuse / OMD International)
Senior Sponsorship Consultant: Simon Pavitt (Fuse / OMD International)
Sponsorship Content Manager: Shelley McGrath (Fuse / OMD International)
Media placement: TV - Various by market - 1st March 2010
Media placement: Print - Various by market (e.g. The Times) - 1st March 2010
Media placement: Social Media - Facebook - 1st March 2010
Media placement: Outdoor - Various by market - 1st March 2010
Media placement: Online Display - Various by market - 1st March 2010
Media placement: Mobile - Various by market - 1st March 2010

Insights, Strategy & the Idea
Vodafone are title sponsors and Total Communications Partner of the McLaren F1 team.
There are two key global objectives of the Vodafone McLaren Mercedes (VMM) sponsorship:
• Drive continued brand exposure on a global scale.
• Develop relevant assets for market exploitation.

Creating assets that markets can integrate into existing local marketing campaigns is the key priority globally. Vodafone’s customers are local, so that is where the sponsorship must truly add value.
Clear strategic principles ensure we stay true to Vodafone’s core brand promise, ‘power to you’. At the heart of this is empowerment.
We must get consumers closer to their passion for F1.
We must connect F1 fans together and invite them to share experiences.
We must listen to what fans want and deliver experiences based on their needs.
If we can deliver these promises we have the potential to influence fan behaviour.

Creative Execution
VMM was activated across 18 markets in 2010/11 with 300+ creative executions.
We got consumers closer to F1 by providing ‘money can’t buy’ experiences. In the UK, multiple Vodafone VIP promotions enabled fans to; win tickets, meet the drivers, tour McLaren’s HQ and experience a hot lap with the drivers. In India, we leveraged F1 excitement by offering fans the chance to watch Lewis drive and a lucky few to be in a car with him.
We connected fans together through events that created ‘firsts’ for F1. In the Netherlands, fans signed up on Facebook to be part of a virtual car that raced against Lewis Hamilton at Schiphol airport. To launch the car, fans were invited to contribute to building the car at a live event broadcast over the web.
We listen to fans through the VodafoneRacing fan page which allows them to have their say on team matters.

Results and Effectiveness
VMM drove unparalleled brand exposure, reaching a TV audience of 500m+ in over 200 countries and delivering a media value of €200m. Vodafone have become the most recognised sponsor within F1 (Source: SMS, 2010).
The sponsorship delivered unique assets that engaged fans globally.
• 89K+ entries to F1 promotion on Vodafone VIP and 30K+ experienced the VIP area at Silverstone.
• 100K Indians entered to win a driving experience with Lewis Hamilton.
• 29K fans signed up to virtually race against Lewis in the Netherlands.
• 21K Facebook fans and growing!
• 800K+ views of the official Car Launch video.