Vodafone launched a campaign to capitalise and make the Vodafone McLaren Mercedes F1 team sponsorship appealing in Spain.Since the Spanish racing fans support the Spanish driver Fernando Alonso and Lewis Hamilton runs in the Vodafone McLaren Mercedes Team, it was very hard to find a positive connection with the fans.

So we decided to accept the role of 'bad guys' and launched the concept of 'Blessed Bad Guys' because 'In films, the better the bad guy, the better the film'. Because someone had to add excitement to Formula 1 racing.

We accepted Hamilton's status as "the bad guy" and turn it into something positive.Since "in films, the better the bad guy, the better the film" we created the "BLESSED BAD GUYS”, because this year someone had to add excitement to Formula 1.Playing on the villains’ role we:• Connected with people from an authentic position• Generated complicity by appealing to humor and ironyWe launched a TV and internet spot in which Hamilton and Button sent a clear message to the Spanish fans: "... If you think for one second that the good guy always wins at the end of the movie, think again. This isn’t Hollywood. This is Formula 1”

- Spontaneous and suggested awareness: 41% (Source: On Run Consulting). More than double the awareness reached in the previous season (16%) with the same budget.

- Vodafone reached the Top 3 Formula 1 Brand Associated Ranking in Spain. The other two were Santander and Redbull with investments 30 and 16 times higher.- 390,000 visits to the website (Source: Bristol-Myers Squibb Report) - 4 million fans and users impacted: 98% of target.