Infiniti sought to inspire fans to design a helmet for Sebastian Vettel, known for his wide variety of F1 helmet designs across the F1 season.

Participants submitted designs to the Infiniti website, www.infiniti-gp.com/competition/vettel-austin-helmet, using the bespoke on-line design software to make entries.

The helmet template could be downloaded and printed for designs to be drawn by hand. Those with software could use it for their own entry. This all-encompassing entry mechanic opened the competition up to everyone.

Projected response rates and desired outcomes were to exceed 1,000 entries and to maximise penetration into as many Infiniti global markets as possible.

As a unique ‘first time’ promotion, result expectations were difficult to set. The target was set at 1,000 artistic entries and maximising participation of multiple consumers from Infiniti markets.

Promotion to Infiniti markets, encouraging good will, and gains in website traffic were key improvement parameters.

By the close of competition almost 1,700 international entries had been submitted, and the competition made a marketing impact in some 78 countries including all 21 key Infiniti markets.

Visits Unique

Traffic to www.Infiniti-GP.com, July: 6,869 3,983 (no competition)

Traffic to www.Infiniti-GP.com, August: 3,806 1,916 (no competition)

Traffic to www.Infiniti-GP.com, Sept: 57,742 37,910 (helmet competition)