Formula 1 is seen as an elite sport making it somewhat incongruent with Vodafone’s position as a populist mobile provider.Our response was to make the F1 accessible by creating a spot for a 3rd driver on the Vodafone McLaren Team – alongside Lewis Hamilton and Jenson Button.After a state-wide search, we found then transformed our winner into a race ready driver in the weeks leading up to the Grand Prix.We took the rest of Victoria on the journey with a series of five webisodes, which we supported through OOH, online, press and social media.

The episodes had over 1.1 million views – that’s over a quarter of Melbourne’s population.They also topped Australia’s most viewed sports videos on YouTube.Social media mentions of Vodafone in Melbourne were up 400% throughout the campaign period.‘Kelso’ became a local celebrity - featuring on radio, magazines and TV (an interview during the Grand Prix broadcast), signing autographs etc.