I am Anna - Eventfaqs

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.