In the lead up to this weekend’s Australian Grand Prix, Vodafone has launched a series of webisodes to support its sponsorship of the Vodafone McLaren Mercedes Formula 1 team.
The series, devised by Host and created by The Jamboree, follows the fortunes of Ben ‘Kelso’ Kelly, an ordinary guy who is discovered via a recruitment drive in Victoria to be Vodafone’s ‘third driver’.
The first webisode tells the story of the search for a driver to go head to head with Vodafone McLaren Mercedes Formula 1 driver Jenson Button and Craig Lowndes, the V8 TeamVodafone driver, at Bathurst.
The second webisode covers the training of Kelso by Button and Lowndes.
In the third webisode, Kelso’s training continues. While wearing a crash helmet, he goes jogging and swimming. He also learns how to deal with fame.
Viewers are directed to the videos through press, online, and out of home advertising.
Amanda Quested, Host’s head of project management, said “Formula 1 is traditionally seen as an elitist and insular sport. Through the Vodafone Mercedes McLaren team, we see this campaign as the opportunity to make the Formula 1 driver experience as accessible as possible”.
- Client: Vodafone Hutchison Australia
- Agency: Host
- Creative: The Jamboree
- Production: Otto Empire
- Director: Angus Sampson
- Media: Ikon Communications