Nescafe: Catch Lewis

To leverage its sponsorship of Lewis Hamilton, Nescafe chose to engage young Singaporeans with its Ready-To-Drink Ice Coffee brand. In a digital space cluttered with online racing games (especially related to Formula One), BBDO/Proximity Singapore wanted to create a breakthrough execution by racing across the web.
Visitors to the catchlewis.com microsite must answer nine questions, released in stages, by jumping to cool sites, completing the challenge against the clock and racing back to submit it. There are three attempts at each task, each with different questions, so ‘racers’ can log their fastest qualifying times. The winner gets to meet Lewis in person during the week of the Formula Grand Prix.