Unilever put its money where its mouth was for its global sponsorship of the Lotus F1 Team by launching a huge £4 million advertising campaign.
The brief was to develop a campaign to amplify and engage with consumers around the Sure & Lotus F1 partnership.
The dream of every F1 fan is to live the life of a F1 driver. To walk and drive a mile in their shoes. So we created the ‘Win 48hrs as a Formula One driver’ campaign. The 48hrs relates to the efficacy of the Sure deodorant and is also enough time for you to experience what it is like to be a F1 driver from staying over in 5* hotels to driving a F1 car. We took the F1 experiential campaign around the country to major shopping centres to get the public involved.
Our events team staged the F1 launch party at the Kensington Roof Gardens for a wonderfully entertaining evening.
Live music at the launch event was provided by The Hoosiers. Known for songs like ‘Goodbye Mr A’, they played an intimate gig at the Roof Gardens for all of the attendees.
The two winners of the competition got to experience the real F1 VIP lifestyle. They were flown to the Paul Ricard Circuit in the South of France, stayed in a luxury hotel and got to drive a specially adapted F1 car which allowed them, and an instructor, to hit the track at breathtaking speeds.