Invite some of Vodafone's most important and valuable business customers to the ultimate corporate hospitality event – a driving day with Lewis Hamilton.
Each person was sent the latest Vodafone BlackBerry. This contained a voicemail message from Lewis Hamilton personally inviting them to take a drive with him. To respond, the recipient simply called a number pre-programmed into their new BlackBerry.
Unsurprisingly, we received a 100% response rate. Everyone who accepted the invite expressed their delight in having received it. Furthermore, research showed that this mailing reinforced their perception of Vodafone as a premium brand.