Vodafone: The journey is more important than the destination
Brand owner: Vodafone
Agency: Maxus India
Channels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Newspapers, Radio, Social media, Television, Newspapers, Television
With Airtel, Vodafone's arch-rival in India, sponsoring the main event, options were limited for Vodafone when it came to making its presence felt around the first-ever Indian Grand Prix in 2011.
Taking up the challenge, Vodafone introduced Formula One to the Indian consumer through a journey of Formula One-related experiences before the actual race itself. The brand's activity enjoyed amazing success with 30,000 people participating in our Race to Fame contest, while reaching almost 10 million people overall and contributing to increases in depth of brand awareness, consideration and positive word of mouth.