Campaign details
Brand: Formula 1Advertiser: Formula 1Entrant: OgilvyPrincipal authors: Jackson Russ, Martin Delamere, and Frank Duck, Ogilvy UK
Introduction
Liberty Media purchased F1 in 2017 for $4.4 billion with high hopes to unlock its true global value1. They were confident they could build a bigger and more profitable F1, benefiting the sport, fans and investors alike.
Previous management had focused on short-term, lucrative deals with broadcasters and promoters, taking the fans and the long-term health of the sport for granted. As new CEO Chase Carey summarised "F1 was underserved by a...