The current situation of F1 was tinted red, as it sought for innovative sponsorship alternatives in order to "live" the show with Vodafone, such as the creation of an exclusive TV programme which uncovered the "behind the scenes" of the Great Circus, or the sponsorship of the greatest F1 game ever played in the sporting press via SMS. A multimedia plan with Vodafone at the wheel of the single seater: on the streets, at airports, events, in magazines, hotels, newspaper stands, etc.

With the TV transmissions alone, we managed to reduce the cost of the campaign 36.5%. Participation in the great game of the motor racing teams grew 150%. Thanks to the complete mix, the notoriety of our sponsorship action grew 144% compared to 2003.