Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Formula E, the electric street motorsport, launched a global campaign to grow its existing profile and global viewer base by 20%.

Campaign details

Brand: Formula E Agency: Iris London


"Attack is the secret of defence."

Sun Tzu

Formula E, the electric street motorsport, was created with a valiant vision that contained an inherent flaw.

Our strategy embraced the weakness and invented Attack Mode, a radical innovation that reinvented the sport and proved that a worthy sustainability venture can also be exciting.

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