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Vodafone generates exceptional brand awareness through Scuderia Ferrari Sponsorship

Lisbon, 7 February 2003 – Vodafone Group Plc announces the findings of research on its first year’s sponsorship of Scuderia Ferrari. A wide-ranging sponsorship audit has revealed that Vodafone has successfully integrated its involvement with Formula One and Ferrari by executing a detailed brand-building strategy throughout the inaugural year of the deal. The sponsorship has outperformed all of the annual targets set internally by Vodafone.

Vodafone has now introduced its brand into almost all its prime markets. Global brand awareness is crucially important for the Group and was one of the key reasons Vodafone chose to enter into the Formula One arena with Ferrari. Following the first year of the deal, the sponsorship is estimated to have generated in excess of six billion impressions globally for the Vodafone brand on television. In addition to this, millions of impacts in the press were generated and on-line traffic was high through the official Ferrari website and Vodafone’s own dedicated website. Significant trackside advertising has also been used at selected Grands Prix to drive global brand awareness, as well as complementing Vodafone’s association with Formula One.

Fourteen Vodafone Operating Companies around the world now offer new and exclusive Vodafone and Ferrari mobile applications. Ferrari news, colour image galleries, colour logos and ringtones to personalise handsets are all available through Vodafone live! and other mobile services. In addition, Vodafone and Ferrari have created a specially developed java mobile game; featuring 3D animation, full colour, sound and vibration effects for crashes! Users can race on replicas of 4 Formula One circuits including Monte Carlo and Hockenheim.

Vodafone has fully utilised the partnership with Ferrari through a global campaign across all of the Vodafone markets using exclusive footage of the cars, drivers and team in action. Over 25 different adaptations of the TV commercials, filmed in early 2002, have been used throughout the world and over 400 print advertising executions have leveraged this global programme.

This campaign was used to link the sponsorship to many of Vodafone’s existing products across the world, featuring promotions offered to customers. In addition to this, experiential marketing activities have been put in place, centered around the Vodafone Race Track Simulator, which visited eleven countries in Europe, enabling 23,000 people to enjoy a compelling brand experience. Race Track delivered a further 2 million brand impressions for audiences during its tour.

Thomas Geitner, Chief Executive Vodafone Global Products and Services Limited commented: “Through our Formula One sponsorship of Scuderia Ferrari, Vodafone has enjoyed tremendous benefits. In part the success is as a result of the way Vodafone has integrated the Ferrari sponsorship into the business, including local sales incentives and global advertising campaigns. By comprehensively exploiting this property, Vodafone has managed to maximise the benefits of brand awareness and brand preference. This sponsorship also provides an excellent platform to build a rapport with our customers and helps fulfil our philosophy of connecting people with their passions.”