Published August 14, 2014
The organizers of the all-electric FIA Formula E Championship unveiled its new global marketing campaign entitled "Drive the Future" with exactly one month to go until the opening round in Beijing on Sept. 13.
Developed in conjunction with creative agency Dare, the new campaign launches Formula E as a new sports entertainment brand that will transform cities around the world as the season progresses. Featuring sound design by Nick Rapaccioli, the film depicts a cityscape embracing the change to electric vehicles before revealing the Spark-Renault SRT_01E Formula E car driving at high-speed.
It will be played on consumer broadcast networks around the globe including FOX Sports, and business audience networks including CNN and CNBC. It will also feature heavily on China’s Sina and Weibo platforms.
In addition, the "Drive the Future" campaign will incorporate a unique 600 square meter animated poster on the side of the seven star Pangu Plaza Hotel in Beijing. An extensive Out-Of-Home campaign will also feature across bus stops, buses and the subway throughout the Chinese capital with billboard promotions at Beijing International Airport via leading outdoor advertising company JCDecaux (Formula E