OBJECTIVE: Vodafone had a new brand message of “power to you” that needed to be activated using the Vodafone McLaren Mercedes team sponsorship. To deliver on this messaging we had to provide real brand engagement via an unforgettable experience.
INSIGHT: For as long as F1 fans can remember they have dreamt about being an F1 racer. No matter how grown up they get, the fans still wish they could experience the thrill of being in the driver’s seat.
ACTION: We put the people in control and brought Formula 1 Racing to their local streets. We created a ground-breaking online game hosted on Vodafone.com that enabled fans to plot virtual racetracks via Google maps using the streets where they lived. Fans then watched as their tracks came to life in 3-D graphics and were able to challenge their friends and people across the world.
REACTION: