Cannes Lions

FORMULA 1 SPONSORSHIP

OMD SPAIN, Madrid / VODAFONE / 2011

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Overview

Entries

Credits

Overview

Execution

During the Spain’s Gran Prix weekend, we announced VODAFONE’s new Website in a “real news item” with headlines on all the national sports papers.Every single sports newspaper hit the street with an article whose headline included the name of our new Website: BENDITOS MALVADOS (BLESSED BAD GUYS). That article had been negotiated with all the different editorial teams and the article analyzed Team McLaren within the strictures of our strategic focus. Thanks to McLaren, the competition with Alonso was that much more fun!All the writers had received exhaustive information on the project with a view to creating content that would be an authentic “wink and a nod” of complicity with the great rival. Also, there was a very special added detail: after each mention of the drivers or the different racing teams, the Website address would appear: www.benditosmalvados.com.

Outcome

VODAFONE managed to regain its sponsorship’s footing. The popularity figures reflected a 9% increase, raising the brand to second place in the overall ranking, trailing only one of the sponsors of Alonso’s team. The press launch figures outperformed all those from other sector campaigns throughout 2010: 71% of all recall mentions had originated from Benditos Malvados in the press. Brand preference grew by 6% within the target audience of those reporting they were familiar with the sponsorship and, finally, before the conclusion of the racing season, the web traffic at www.benditosmalvados.com reached its goal of 250 thousand unique hits.

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