Objectives:

- Capitalize the Vodafone McLaren Mercedes Formula 1 Team sponsorship in Spain.

- Increase reputation and brand positioning.

- Increase engagement among F1 fans.

Instead of trying to turn Hamilton and Button into heroes, we decided to asume their role as bad guys, because without them the championship wouldn’t be nearly as exciting.

INHERENT: The rivals of the Spanish driver were portrayed as 'Blessed Bad Guys' and associated to thrill and excitement to deal with Spanish fans' rejection.

INNOVATIVE: The first F1 digital comic that portrays the real events of each GP in fantasy heroic fashion. The cities hosting each GP were substituted by futuristic backdrops. Overtaking and accidents became action-packed vignettes featuring villains, airships and beams.

ENGAGING: Fans could follow and interact with the 21 episodes of the digital comic suggesting episode titles and even become characters in the story.

EXCLUSIVE: Fans received the limited edition printed version of the comic.

In 72 hours, we ran out of comic books. Fans rapidly requested their free copy online.

Blessedbadguys.com received more than 150,000 visits, a 52% increase compared to 2011.

The Spanish GP generated 167% more visits than in 2011.

Fans proposed more than 1,720 titles for the comic chapters.

More than 2,790 users sent photos to take part in the comic.

According to Vodafone, the campaign increased brand awareness and consumer engagement during the F1 season.