Advertiser: VODAFONE
Agency: SHACKLETON
Category: Commercial Public Services, incl. Healthcare & Medical
Advertising campaign: BLESSED BAD GUYS
Digital Producer: Alejandro Colino (Shackleton)
Digital Creative Director: Alvaro González (Shackleton)
Account Executive: Abel Martin (Shackleton)
Web Designer: Alicia Ortega (Shackleton)
Art Director: David Ballester (Shackleton)
Account Supervisor: Joseba Irurzun (Shackleton)
General Manager: Marta Gutiérrez (Shackleton)
Digital Programmer: Pablo Ingold (Shackleton)
Digital Art Director: Patricia Campuzano (Shackleton)
Copywriter: David Del Valle (Shackleton)
Digital Production Manager: Gonzalo Fernández De Cordoba (Shackleton)
Graphic Producer: José Vicente Garcia (Shackleton)
Executive Creative Director: Nacho Guilló (Shackleton)
Outcome
In 72 hours, we ran out of comic books. Fans rapidly requested their free copy online. Blessedbadguys.com received more than 150,000 visits, a 52% increase compared to 2011. The Spanish GP generated 167% more visits than in 2011.Fans proposed more than 1,720 titles for the comic chapters.More than 2,790 users sent photos to take part in the comic. According to Vodafone, the campaign increased brand awareness and consumer engagement during the F1 season.
Execution
INHERENT: The rivals of the Spanish driver were portrayed as 'Blessed Bad Guys' and associated to thrill and excitement to deal with Spanish fans' rejection. INNOVATIVE: The first F1 digital comic that portrays the real events of each GP in fantasy heroic fashion. The cities hosting each GP were substituted by futuristic backdrops. Overtaking and accidents became action-packed vignettes featuring villains, airships and beams.ENGAGING: Fans could follow and interact with the 21 episodes of the digital comic suggesting episode titles and even becoming characters in the story. EXCLUSIVE: Fans received the limited edition printed version of the comic.
Implementation
This approach gave rise to the FIRST DIGITAL COMIC dedicated to F1 featuring H-TON and B-TON, two racing drivers half man, half machine created by a scientist.The comic evolved according to the real events that took place during each GP. Exactly what had happened was told in true fantasy fashion in the relevant chapter in the comic. The comic episodes debuted at www.blessedbadguys.com after each race.A TV spot, a mail shot of the the complete comic in a limited edition print version, a banner campaign and the website, guaranteed continued fan engagement during the F1 season.
Client Brief Or Objective
The Spanish F1 fans have an archenemy: Lewis Hamilton, historic rival of the 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.Objectives:- Capitalize the Vodafone McLaren Mercedes Formula 1 Team sponsorship in Spain.- Increase reputation and brand positioning.- Increase engagement among F1 fans.Instead of trying to turn Hamilton and Button into heroes, we decided to asume their role as bad guys, because without them the championship wouldn’t be nearly as exciting.