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MARKET PULSE 4 September 2011, EXPERIENTIAL MARKETING 40 “Formula 1: A sport which has significant appeal for Vodafone’s customers around the world.” - Anuradha Aggarwal, Vice President – Marketing, Brand Communication and Consumer Insights, Vodafone Essar Ltd Vroom! Vroom! Will be the sound that New Delhi will be waking up to in October. The first ever Formula 1 Grand Prix of India will be held at the Buddh International Circuit on Oct. 30 after the qualifying race on Oct. 29. The Vodafone McLaren Mercedes team will be one of the teams racing at the 5.14 km circuit. The British Formula One team is the second oldest active team. Lewis Hamilton and Jenson Button are the drivers for the Vodafone McLaren Mercedes team. Vodafone has been associated with the McLaren Mercedes team as the title sponsor and official mobile partner since 2007. To find out more about Vodafone’s association with Formula One and the McLaren Mercedes team, ExM spoke with Anuradha Aggarwal, Vice President – Marketing, Brand Communication and Consumer Insights, Vodafone Essar Ltd. What is the objective for a brand like Vodafone to sponsor an F1 team? Vodafone has been in partnership with the McLaren Mercedes team since 2007. As the title sponsor and official mobile partner of the Vodafone McLaren Mercedes team, Vodafone is raising its association with the motor racing sport to the next level. The sponsorship demonstrates Vodafone’s ongoing commitment to the Formula 1 World Championship,
MARKET PULSE 4 September 2011, EXPERIENTIAL MARKETING 41 a sport which has significant appeal for Vodafone’s customers around the world. Formula 1 Racing is gaining momentum in India and is expected to grow with the first ever Indian Grand Prix. This initiative gives us a great opportunity to leverage our global association and engage with our customers and offer them an experience of a lifetime through various initiatives. How important is it for Vodafone to engage audience on-ground as a lead up to the race? On-ground engagement with the audience helps us create excitement or buzz around the brand and build brand loyalty among customers. Lewis Hamilton has been the face of Vodafone McLaren Mercedes since 2007 in India. We have leveraged this association further by bringing Hamilton each year to different parts of the country, like Delhi, Mumbai and Chennai. This annual on-ground initiative has been a great opportunity to enable our customers and motor racing enthusiasts witness the fervour. Additionally, we aim to delight our customers by giving them quality experience through a host of offerings during the racing season. What are the consumer-related activities or promotions as part of the lead up to the race? How will these benefit the brand’s product and also its team? This Grand Prix season, Vodafone will be reaching out to its customers through several unique promotional initiatives. The ‘Vodafone Race to Fame – life in the fast lane’ will offer four winners – two consumers and two global enterprise customers – an experience that money cannot buy. The winners will be spending the weekend with the Vodafone McLaren Mercedes team during the motor racing event scheduled to be held at Noida, Delhi, from Oct. 28 to Oct. 30. This initiative will give our Indian customers an exhilarating experience of getting up close and personal with the Vodafone McLaren Mercedes team Another promotional initiative will be the ‘Vodafone Drive into the Big League’ which extends an exclusive opportunity to small and medium enterprises to have their logo on the Vodafone McLaren Mercedes cars that will race at the motor racing event in India. It reflects the company’s endeavour to reach out to the small and medium business community in India through the international platform of Formula 1. Apart from this, Vodafone has also planned a host of other activities like creating the whole true racing experience with one of the Vodafone McLaren Mercedes drivers in a metro city other than Delhi in September, Hot Laps with the drivers and road shows and customer activation programmes with the Vodafone McLaren Mercedes show car at the nation’s prime metros, among others, gearing up for the grand finale in Delhi. Is the brand working along with any agencies or execution partners for these varied activities? What will their responsibilities be? Vodafone is working with a number of outdoor/event agencies for successful execution of the various initiatives as build up to Indian Grand Prix 2011. Talks are ongoing between the agencies and Vodafone so we cannot disclose details on the selection as of now.
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