Vodafone was in crisis mode, experiencing major issues with their mobile network. Customers were deserting the telco en masse. Behind the scenes, the company was working to resolve the technical issues whilst publicly apologising to customers. They saw the 2011 Australian Formula 1 Grand Prix as an opportunity to activate their sponsorship of the McLaren Mercedes Team, and also as an opportunity to "say thanks" to their customers.

We created a grandstand of hanging hammocks offering front row seats to one of the most prestigious events on the Australian (and world) sporting calendar. This world-first activation was viewed by millions of TV viewers all over the world and delighted Vodafone customers lucky enough to score a hammock!

Every session in the hammocks was at capacity for the entirety of the four days with approximately 2,000 guests. The Marquee was full to capacity for the duration of the race with approximately 250 guests. 968 entries were made on the ipad entry mechanic and 191 guests checked in on Facebook which led to over 50,000 views on social media. The consumer response was incredibly positive.