Brief
Create a full activation plan, digital assets and toolkit around an amazing prize: visit the McLaren Technology Centre and compete for the chance to drive a Vodafone McLaren Mercedes F1 car.

Execution
We developed all the competition mechanics, and a full activation plan taking the promotion right through to point-of-purchase. Digital assets included a video featuring Lewis Hamilton, which has been shown online and used as a TV commercial in several markets.

Results
Some markets saw sales uplifts of +50%, while Australia generated over 14m media impressions in the first year of activation alone.