Campaign Diaries
From personalisation to conversation: Formula 1 enters a new era of fan engagement
Goal: Transform fan engagement through personalized and conversational experiences
Media: Digital, AI-powered experiences
Summary: Formula 1 is transitioning from a primarily B2B business model to engaging directly with a rapidly growing fanbase of 26 million, using AI to create interactive experiences that allow fans to ask questions and explore content based on their interests. This shift aims to build individual relationships with fans rather than just pushing information.
Campaign Diaries
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The Moment Before the Start in the Center of the New F1 Campaign Five Lights
Source: https://www.media-marketing.com/vijesti/trenutak-prije-starta-u-centru-nove-f1-kampanje-five-lights/
Goal: To convey the excitement and pressure of racing moments before the start.
Media: Digital channels, social media, large advertising locations in the UK and USA
Summary: The Formula 1 campaign 'Five Lights' focuses on the crucial moment before the race start, highlighting the concentration and anticipation of drivers. Featuring all 22 drivers, the campaign includes a film narrated by Colin Farrell and set to music by UNKLE. It launched on August 16 and utilizes various digital platforms and major ad locations such as Times Square and Piccadilly Circus.
Campaign Diaries
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