Vodafone blacks out race-car windows in 4G network test

Vodafone Australia has pulled off a new stunt to prove its 4G capabilities, covering the front window of a race car with former V8 Supercar champion Mark Skaife driving the CEO of Vodafone around a race track relying only on video cameras live streaming through the phone network.

Vodafone covered up the front window of the race-car, navigating Skaife around the track using its 4G network.

The Australian technology demonstration,  with Vodafone CEO Inaki Berroeta at Calder Park in Victoria, navigatings with live footage streamed over the Vodafone 4G Network using three Samsung Galaxy Tab S2s which were attached to the car’s roof.

https://youtu.be/oljW1-QqIqc

Created by Design Intoto and produced by Oxygen 360, the social-driven campaign is a spin-off Vodafone New Zealand’s #4GRedline ad where the brand uses a drift racer relying on video feeds from tablets attached outside the car to navigate a course.

The work in New Zealand saw Vodafone cover up all windows of the race car before using the 4G network while the Australian version only covers the front windscreen.

The NZ ad:

Skaife described the experience as a “real world racing simulation.”

“Lapping Calder Park behind screens was one of the biggest driving challenges I’ve ever attempted, it was like driving in an Xbox game – but without the reset button!” he said.

Berroeta said while he did not doubt the “reliability” and “performance” of the Vodafone network he was nervous of Skaife’s driving.

“This test is yet another example of our confidence in the Vodafone network and willingness to put our money where our mouth is,” Berroeta added.

Vodafone confirmed no additional towers or changes were made to the network, relying on an existing network tower nearby.

Last year, Vodafone launched a similar initiative when Nova FM used the Vodafone network to carry its broadcast signal between the station and the transmission tower. 

The campaign will cross earned and social media.

Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

topics 4G Design Intoto Oxygen 360 Samsung Galaxy Vodafone

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Comments: 8

Ad critic 8 Feb 17

NZ infinitely cooler

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Ash 8 Feb 17

‘…the social-driven campaign is a spin-off Vodafone New Zealand’s #4GRedline ad where.’

Is this missing something at the end?

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Vivienne Kelly 8 Feb 17

Hi Ash,

Thanks for the note. Indeed, we did not mean to leave you hanging – we had some runaway words.

All fixed now.

Thanks,
Vivienne – Mumbrella

David Hague 8 Feb 17

I suspect Skaife could drive around Calder Park with his eyes shut.

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John Grono 8 Feb 17

Well Vodafone might work at Calder Park, but I defy them to repeat the exercise down here in Bundanoon just 120kms from the Sydney CBD. Then have a crack on my road and try and avoid the wombats.

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Johny 8 Feb 17

I’m not sure who prepared this article but CEO of Vodafone is Vittorio Colao, not Inaki Berroeta.

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Vivienne Kelly 9 Feb 17

Hi Johnny,

Thanks for your note. Inaki Berroeta is the CEO of Vodafone Australia, which this article reports on. Vittorio Colao is the chief executive of Vodafone Group.

Thanks,
Vivienne – Mumbrella

Boris 10 Feb 17

What is Vodafones coverage at Calder? How many towers? What was the latency? How does this translate to general coverage away from Calder? Did Vodafone have dedicated channels for this stunt? Was it wifi from the phones to the tablets in the car?

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