Sepang signs Saatchi
28/12/2004 Ever since it joined the Formula One World Championship calendar in 1999, the Sepang International Circuit, which hosts the Malaysian Grand Prix, has struggled to attract spectators in the sort of numbers previously anticipated. The event is not helped by the oppressive weather, which means that even local F1 fans, should they opt to attend the race, merely turn up in time for the race then leave immediately afterwards, which means the merchandise sellers take a hit. In an attempt to increase spectator numbers, particularly in light of new competition from China and Turkey, the Sepang circuit has recruited advertising gurus, the Saatchi brothers, whose 'Labour isn't working' campaign in the 1970s is widely credited with helping Margaret Thatcher's Conservative party come to power. After a hard fought campaign, M&C Saatchi have been awarded the contract to promote the Malaysian Grand Prix and the Sepang International circuit. In a statement released by M&C Saatchi, managing director Lara Hussein said: "We had barely a month to come up with a creative pitch that encapsulated the heart and soul of the F1. "We nailed down our creative proposition based on the survey findings and crafted a campaign that addressed the issues succinctly. "The message is simple," she continues. "Spectators get to watch the hottest race event at Sepang International Circuit because it is cool to be part of the year's most talked-about event." The advertising company is understood to have broken F1 fans down into several distinct groups: fanatics, fence-sitters and armchair (TV) enthusiasts. |
