The media appearances' task was to demonstrate the benefits of renewing 3G network; raise interest in the event and use solutions supporting brand experience. Backbone of the campaign was TV and Billboard to guarantee reach. For 10 days before the event 4 different spots were aired on 14 channels, promoting the 3G coverage growth and the event. The countrywide Billboard campaign visualized the network coverage. We also advertised in sport themed newspapers and magazines (printed and online). Around the event, we created unusual ads to gain the customers’ interest: platform posters in the tube, whole advertising pillars, big expanding online banners, mash. We focused on mobile by placing ads at popular mobile sites. We optimized the event’s site for mobile, where the ‘Downtown GP’ was streamed live. By this, we could boost the number of participants and let anyone test Vodafone’s network through involving them in a unique online experience.

The campaign generated outstanding results: 125.000 participants on the event, GP followed by 1.35 million people on TV (AGB Nielsen), 52.000 viewers were streaming it online (Ustream), 300 user-generated event-videos were uploaded on YouTube.

According to TNS Hoffmann Tracking in May vs. Q1 2012 the proportion of primarily targeted people choosing Vodafone as the provider with the best coverage increased by 9%. Vodafone’s Promoter Score took over Telenor by 13 and T-Mobile by 3 points, which is 43% improvement. Within the primary target group, positive answers increased by 10% for the question 'how fast and reliable the Vodafone network is.'