The global strategy ‘Formula One for Everyone’ summed up the approach. Centrally, we provided strategic guidance and packaged assets from the sponsorship that inspired Vodafone markets to create locally tailored campaigns with over 600 creative executions through: 1) Taking the F1 experience to new places - getting the car and team out of their usual F1 environments taking them to the streets from a sleepy Dutch town called Roggel to the crazy roads of Bangalore.2) Making shareable content to make people smile - distributed across Vodafone’s network and media partners. Executions deliberately showed different sides of the driver’s personalities in non-F1 environments e.g. Lewis Hamilton and Jenson Button going on road trips and camping in the UK3) Providing unique access: Offering money can’t buy experiences e.g. Vodafone India offering small businesses the chance for their logo to be on the side of the car for the Indian GP

19 Vodafone markets utilised the assets to deliver experiences that F1 had never seen before.

Brand metrics showed dramatic increases when aware of Vodafone’s sponsorship –emotional engagement increased by 29.7% when VMM was exposed vs non-exposed.

Vodafone saw sharp increases after local event activations e.g. an increase of 33% in positive sentiment for the brand after Australian programming, +15% after the UK’s Manchester Car Run.As a result of increased engagement, Vodafone achieved a marked increase in purchase consideration across markets. All these experiences helped deliver sales, overall Vodafone market share across 2011 increased by 11.7% YOY