Auto racing, bullfighting, and mountain climbing are the ... - WPP.com

Looking tomaximize theROI that Formula1 exposurecould bring forits consumerschedule was devised that served both brands withcoherence and point-of-consumption relevance.We then worked with Vodafone McLaren Mercedesto implement the strategy, producing multiplecommunications assets for the brands to supportproduct and geographical plans. Below the line,“THE CONTENT PRODUCED THROUGHPARTNERSHIP WITH THE VODAFONEMcLAREN MERCEDES TEAM HAS BEENTHE MOST POPULAR CONTENT POSTEDIN THE LAST QUARTER. IT’S ALSOEXTENDED MAXIMUSCLE REACH IN THESOCIAL MEDIA SPACE BY OVER A MILLION.”38healthcare brand portfolio,GlaxoSmithKline (GSK)needed to implement a visualidentity strategy that wasflexible, yet not confusing forconsumers across two nutritionalhealthcare brands. We worked withGSK brands Lucozade and MaxiMuscle tomap out how an association with VodafoneMcLaren Mercedes could achieve complementarybrand and product positioning objectives inconsumers’ eyes.An on-car, on-driver and ‘in-hand’ brandingpoint of sale, digital media, and social mediaactivities paid dividends for both brands. As aresult of the defined strategy and execution, bothLucozade and MaxiMuscle are planning a fullcalendar of activities and additional promotions for2013 and beyond.LEFT: MaxiMuscle on the rear wing of theVodafone McLaren MercedesABOVE: Lewis Hamilton with LucozadeRecovery FormulationQUOTE: Aurélie Donzelot, CommunicationsManager, JMI