Client: Vodafone | Release Date: May 2007 | Tasks: Creative direction, art direction, design.

Precision driving at up to 247 km/h: Vodafone’s sponsorship of the McLaren Mercedes F1 team is a vivid realisation of its brand promise ‘make the most of now’.

And no one lives that idea more than iconic drivers Fernando Alonso and Lewis Hamilton. Tasked with increasing awareness of the sponsorship and brand, we put the drivers at the centre of our campaign.

Vodafone mobile in hand, they sent exclusive reports of life on and off the circuit. We pinned their posts on to a Google Map. As the season unfolded, the map got busier and the content more diverse with images, interviews, videos, comments. We travelled backwards too, tracing the drivers’ path from racing go-karts to joining the team.

Site users not only get a rare, evolving insight into an extraordinary world, they can also create their own journeys, picking out turning points in their lives.

And it worked. Only three months into the F1 season we saw 400,000 visitors to the site, with over 1.6 million page views and more than 1,800 people adding their own journeys.

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Awards:
Campaign Digital Awards 2007 | Best Telecommunications Campaign
Revolution Awards 2007 | Best Leisure and Travel Campaign