With help of the mayor, we asked the inhabitants’ participation in organising matches across their clubs to select their fastest. 10 clubs (400 participants) organised speed contests and selected the fastest inhabitants. Everything closely reported by our documentary-maker. 3 persons qualified in our Formula-1-Simulator (with an exact 3Dcopy of the streets). The next day, they would have to set a better time in the simulator than Jenson Button would do in his Formula-1-car driving the streets of Roggel. To keep the GrandPrixofRoggel a local event, access was exclusively for inhabitants. To involve the national audience as well, we published small teasing videos of all local preparing activities on our website www.grandprixvanroggel.nl, national TV and Facebook. On September 12, Button raced in Roggel against the three fastest, supported by 4000 inhabitants, everything broadcast live on national TV. Two weeks later, the documentary was released online and broadcast on national TV.

Through the participation of the complete village, Vodafone won a serious market position of 24.5% in Roggel to roll out fiber, with a sincere involved audience of 4000 inhabitants.

And the TV-registration, buzz and documentary from this local event gained recognition from the national audience (PR value €2.8m). Dutch society is now aware that Vodafone also offers fast Internet through (fixed) Fiber.

The registration and documentary on national TV reached 0.5 million people. The videos and trailers posted on our website and Facebook before, during and after the event spread through weblogs and reached over 250,000 unique viewers.