Vodafone Promo THE 3RD DRIVER by HOST Sydney

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THE 3RD DRIVER

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Industry Telecommunications Services
Media Promo & PR
Market Australia
Agency HOST Sydney
Director Angus Sampson
Creative Director Bob Mackintosh, The Jamboree, David Smith
Art Director Gary Mccreadie Bbh, Andrew Guirguis
Copywriter Wez Hawes
Released February 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: VODAFONE HUTCHISON AUSTRALIA
Product/Service: TELECOMMUNICATIONS
Agency: HOST
Date of First Appearance: Feb 12 2011
Entrant Company: HOST, Sydney, AUSTRALIA
Entry URL: http://www.anonymousawardentry.com/promo/driver
Account Manager: Amber Martin (Host)
Account Executive: Mahsa Merat (Host)
Senior Planner: Matt Walters (Host)
Print Producer: Richie Ragel (Host)
Digital Producer: Matt van Tiel (Host)
Executive Broadcast Producer: Kaija Wall (Host)
Broadcast Producer: Verity Cornell (Host)
Creative Director: The Jamboree (The Jamboree)
Creative Director: Bob Mackintosh (The Jamboree)
Creative Director: David Smith (The Jamboree)
Creative Lead: Will Miles (The Jamboree)
Art Director: Gary McCreadie (The Jamboree)
Copywriter: Wez Hawes (The Jamboree)
Art Director: Andrew Guirguis (The Jamboree)
Director: Angus Sampson (Otto Empire)
Production Company: Otto Empire (Otto Empire)
Post Production: Pixel Kitchen (Pixel Kitchen)
Audio Production: Viva Sound (Viva Sound)
Media Agency: Ikon Communications (Ikon Communications)
Media placement: Webisodes - 5 - Youtube & 3rd Driver Website - 13 March 2011
Media placement: Tram Wrap - Streets Of Melbourne - 27 February 2011
Media placement: Outdoor - Large Format & Street Furniture - Melbourne CBD - 27 February 2011
Media placement: Press - Alpha Magazine & Sports Magazine - 23 March 2011
Media placement: Interactive Billboards - Melbourne CBD - 27 February 2011
Media placement: Radio - Triple M Radio, Melbourne - 13 March 2011
Media placement: Display Media Banners - News Digital, Fairfax Media & Channel 10 - 13 March 2011
Media placement: Rich Media Banners - Adconian Network Melbourne IP Focused - 13 March 2011
Media placement: Facebook Advertising - Melbourne IP Focused - 27 February 2011

Describe the objective of the promotion.
Globally, Vodafone sponsor the Vodafone McLaren Formula 1 team. In March, the team raced in the Melbourne Grand Prix.

Out task was to use this sponsorship to raise brand awareness in Victoria (a state where it has traditionally struggled), in a way that aligned with the brand’s customer focused positioning.

Describe how the promotion developed from concept to implementation.
Formula 1 is seen as an elite sport making it somewhat incongruent with Vodafone’s position as a populist mobile provider.

Our response was to make the F1 accessible by creating a spot for a 3rd driver on the Vodafone McLaren Team – alongside Lewis Hamilton and Jenson Button.

After a state-wide search, we found then transformed our winner into a race ready driver in the weeks leading up to the Grand Prix.

We took the rest of Victoria on the journey with a series of five webisodes, which we supported through OOH, online, press and social media.

Explain why the method of promotion was most relevant to the product or service.
This activity was about using sponsorship to build brand affinity.

Vodafone Australia’s single focus is to be seen (and recommended) as Australia’s most customer centric telco.

This ambition is most clearly expressed in their line ‘Power To You’.

The 3rd Driver campaign promotion affirmed this positioning by giving Victorians access to the usually exclusive world of the F1 driver.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The episodes had over 1.1 million views – that’s over a quarter of Melbourne’s population.

They also topped Australia’s most viewed sports videos on YouTube.

Social media mentions of Vodafone in Melbourne were up 400% throughout the campaign period.

‘Kelso’ became a local celebrity - featuring on radio, magazines and TV (an interview during the Grand Prix broadcast), signing autographs etc.