Creative Execution

[STEP ONE] A set of ten Wi-Fi routers had been placed into each grandstand of the circuit. [STEP TWO] The ten Wi-Fi routers were named respectively by top 10 drivers’ abbreviated name and ranking. Drivers from Ferrari Team and Mercedes Team were highlighted in association with PUMA. (example: 1.PUMA_RAI | 2.PUMA_ALO | 3.PUMA_ROS | 4.PUMA_HAM | 5.RIC | 6.VET) [STEP THREE] During the match, we remotely changed the Wi-Fi routers’ name in each lap reflecting the live lap timing and race info in real-time. (example: 1.PUMA_HAM_1:42.839 | 2.PUMA_ALO_1:43.760 | 3.VET_1:43.916) All these were experienced by the spectators when they commonly searched for a public Wi-Fi connection.

The Live Wi-Fi Leaderboard router signals expressed to the 200,000+ spectators in the circuit and be connected 54,500+ times by 32,200+ mobile devices throughout the race. No costly billboard, but Wi-Fi leaderboard, PUMA created a first ever earned mobile medium. Eventually its Motorsport Sponsorship awareness rate increased by 22 percentage - all with a media spend of zero dollars.

2014 Formula 1 Chinese Grand Prix was held in Shanghai International Circuit during April 19th - 20th. Numerous costly billboards and roadshows were set up on the ground by those Formula 1 sponsors. As one of the global sponsors of Ferrari Team and Mercedes Team, how could PUMA stand out to increase the awareness rate of its sponsorship without any media budget? We found the spectators would spend a lot of time on their mobile phone before and during the race, from real-time microblogging, to photo sharing, to news following. 200,000 Spectators = 200,000 Mobile Phone Screens. With the strategy to earn these screens, we introduced the first-of-its-kind 「Live Wi-Fi Leaderboard」.