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F1 launches global marketing campaign

NEWS STORY
16/03/2018

For the first time in its 69 year history, Formula One is to be officially globally promoted.

While the sport, particularly under Bernie Ecclestone's leadership, relied on the teams, sponsors and race organisers to promote it, Liberty Media is taking matters into its own hands as it aims to further excite current fans and win over new ones.

Ahead of next weekend's season opener in Australia, a campaign will be launched, spearheaded by "a hero film which features six of F1's biggest super fans".

The 60-second film, released on F1's social channels today (Friday 16th March); "shines a spotlight on the innovation, endurance and elemental nature of the sport, putting superfans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel.

"Inspired by the thrilling dance between chaos and control that draws fans to F1, the outtake is Engineered Insanity, the juxtaposition of two opposing forces which make Formula 1 unique; formidable engineering coupled with a no limits mind-set.

"Engineered Insanity, also the new tagline, forms the backbone of a multi-platform campaign that kicks off in Melbourne with high impact out-of-home advertising, featuring proximity in-airport and in-city posters, hand-painted murals and extending to extensive social and digital channels. It will then roll out to appear in key Grand Prix destinations in China, France, Germany, USA as the season unfolds."

According to F1, "the film's stars were chosen for their indomitable love for the sport, but also represent the diversity of the Formula 1 fan base. The six fans were subjected to heat, wind and rain in a specially constructed wind tunnel, experiencing first-hand the heart stopping drama of the race.

"As the season advances, a new master edit will be cut, documenting how the real action unfolds, and released following each Grand Prix."

"We want to create a perceptible shift in how people perceive F1," said Ellie Norman, Director of Marketing, Formula 1. "This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport.

"Our brief to Wieden+Kennedy London was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans," she continued. "Last season, we made a promise to our fans to bring them closer and to reshape the sport into something that resembles what they want to see, the gladiatorial conflict at its heart. Nothing we came up with creatively delivered this better than seeing it through the eyes of our most passionate fans.

"Across the next year and beyond, we will be creating further fan-centred activations at the races, at fan festivals and across F1 social platforms. Watch this space. We are here to excite."

According to the official press release: "The Fan First mentality doesn't only extend to including fans in the film: they - are going to be actively engaged in the roll-out of the campaign as it gains momentum globally. This will start with the superfan stars being given the chance to tease the campaign first via their own social channels.

"The visual language of the campaign will be put into the hands of the broader community of fans through a series of GIFs and interactive Insta stories that enable the viewer to unleash the campaign by tapping through the story.

"We're proud to be helping to bring Formula 1's first ever global marketing campaign to life, with a creative which starts the exciting process of bringing fans even closer to the sport," said Tony Davidson, Executive Creative Director at Wieden+Kennedy London.

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READERS COMMENTS

 

1. Posted by FormerF1Fan, 19/03/2018 9:57

"Another of my favourites applied to what used to be F1: Success consists of going from failure to failure without loss of enthusiasm - Winston Churchill.
"

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2. Posted by FormerF1Fan, 19/03/2018 9:52

"Marketing is what you do when your product is no good - Edwin Land"

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3. Posted by Chris Roper, 17/03/2018 7:40

"formidable engineering coupled with a no limits mind-set

You can only have 3 of each Power Unit component, 100 Liters of fuel 600 mL of oil, the compulsory aro package and fixed Halo device. But apart from that we have a "a no limits mind-set" you can paint it any colour you like.
"

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4. Posted by Schnauzers, 16/03/2018 18:18

"Quote from the late and great Frank Gardner:-

If Sh*t were snow, she’d blow a blizzard”"

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5. Posted by Ro, 16/03/2018 13:30

"Until you get rid of Duck-sounding fart of an engine F1 is not going anywhere !"

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6. Posted by imejl99, 16/03/2018 12:48

"Quote: We want to create a perceptible shift in how people perceive F1

Until rules allow racing instead of 90 minutes of tire/energy management, we will perceive it the same as we do now.

Nice video, but it is possible to create dynamic one from elevator ride with milliseconds cuts. (no warning for photosensitive epilepsy?)"

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