Vodafone: Drive into the big league

Anoop Menon, Teresa Couceiro and Kapil Arora

Campaign details

Brand owner: Vodafone India Ltd
Agencies: Ogilvy & Mather
Brand: Vodafone
Country: India
Channels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Television
Media budget: 1 - 3 million

Executive summary

Vodafone McLaren Mercedes (VMM) is a global sponsorship between Vodafone and Team McLaren Mercedes that started in 2007.

As an entitlement of this sponsorship, Vodafone can place a single logo of one of its partners or customers on the VMM race cars. In many other countries, this space has been given to preferred partners or auctioned for charity.

When Formula One (F1) came to India in the first-ever Indian Grand Prix in 2011, Vodafone India decided to leverage this property to engage small and medium enterprises (SMEs), driving high quality leads and business results for its newly formed Vodafone Business Services (B2B) division.