Campaign details
Brand: Formula 1Advertiser: Formula 1Agency: Ogilvy UKCountry: UK
Campaign Overview
Keeping F1 fans engaged in lockdown
During six months without races how could the sport's voice be kept alive?
Strategy
Fans don't see themselves as customers so F1 treats them as a community rather than a target audience.
During lockdown fans needed to be engaged and primed to buy into the season and F1 TV when racing restarted.
Ogilvy UK turned conventional eCRM into a fast-paced entertainment channel, delivered by a hyper-responsive email programme.
During shutdown the agency had to dig...