A 6-week, multi-channel campaign provided high impact invitations (e.g. extensive paid: OOH poster campaign,TVC and owned: in-store) designed to inspire consumers to participate in the focal point of the campaign: a 4-day experiential takeover of the Budapest. Consumers were challenged to ‘Start Something New’ with live city centre activities (facilitated by smart phones and the network) such as DJing, cooking and F1 simulator racing. Tailored communications appealed to core audience segments around their passions e.g. within music press, cookery channels, online motorsport portals. Wherever possible, Vodafone invited Hungarians to take part.

During the 4-day festival, a live national TV broadcast partnership and Facebook enabled-RFID amplified Vodafone rewarding Budapest’s participation in real-time. The crescendo was a free-to-all live F1 car street demonstration by Jenson Button.

Post event, PR and digital activity (e.g. releasing new behind the scenes content) celebrated consumer’s experiences to maximise earned media extending the conversation about Vodafone’s role.

HIGH TARGET AUDIENCE PARTICIPATION:

- 69% attending were target segments.

- 20% (2.1m) of Hungarian population viewed live state TV broadcast (vs. 1.3M viewing the Hungarian GP)!

- 125,000 experiential activities footfall.

- 250,000 live spectators.

- 1.7M Facebook posts and 308,000 impressions from RFID registrations.

VODAFONE CUT THROUGH:

- 90% attributed the event to Vodafone (vs previous F1 activations at 16%).

- 38% attribution to 3G Network extension.

IMPACT ON BRAND METRICS:

- 95% viewed Vodafone more positively as a result.

- 42% of non-customers saw Vodafone as more appealing.

ROI:

- €3,288,000 earned local media (619 articles).