Vodafone Turkey Promotion

The challenge

• F1 Turkish Grand Prix has experienced a decline in ticket sales since 2005
• Formula One Management (FOM) approached Vodafone as an exclusive partner to help turn-around this worrying trend
• The challenge to 23red was how to re-engage an increasingly disinterested Turkish public in the F1 Turkish Grand Prix

The solution

• 23red developed an integrated promotion based around ticket sales
• ‘Lewis Calling’ – enabled one lucky winner to be driven around Istanbul Park Circuit in the F1 safety car during the GP weekend
• Brokering deals with FOM (F1 TV content) and CNN Turk (host broadcaster)
• Utilisation of range of media channels covering TV, Outdoor, Press, events and digital
   

The results

• Turkish GP ticket sales increase from 2007
• 50,000 click-throughs onto Vodafone GP ticket website
• Qualitative research confirmed high awareness of promotion amongst target audience
• PR value of X (TBC)
• Agreement from FOM to run further joint promotion activity in 2009 (TBC)