The Spanish F1 fans had an archenemy: Lewis Hamilton, historic rival of the Ferrari Spanish driver Fernando Alonso.
Vodafone sponsors the team made up of Hamilton and Button, and wants to capitalize it in spain, by finding a communication strategy able to overcome this initial rejection that people feel for hamilton.
Instead of trying to turn Hamilton in a hero, we decided to assume his status as the villain yet turning the “bad guy” into something positive and empathetic.
We relied on a popular truth: In films, “The Better the bad guy is, the better the film.” and we created the concept: Blessed Bad Guys. Someone had to give excitement to Formula 1.
Wit this initiative, Vodafone reached the Top 3 Formula 1 Brand Associated Ranking in Spain. The other two were Santander and Redbull with investments 30 and 16 times higher.