Formula 1 is "distancing itself further from the Bernie Ecclestone era by launching a paid-for global marketing campaign for the first time," according to Alan Baldwin of REUTERS. The former F1 CEO "famously relied on race promoters, teams, sponsors and media to publicize the sport rather than the rights holders themselves investing money in marketing." A minute-long film, "Engineered Insanity," initially rolled out over social media channels on Friday, "focuses on the visceral appeal of the sport" as experienced by "superfans" inside a wind tunnel. F1's recently appointed director of marketing, Ellie Norman, said that teams were "supportive of the initiative." Norman: "There is definitely a sense of appreciation that for the first time Formula One is promoting the sport and the series itself" (REUTERS, 3/15).
LOVE OF THE SPORT: CAMPAIGN LIVE's Simon Gwynn reported the 60-second film, created by Wieden & Kennedy London, jumps between race footage and clips of six F1 "superfans" who were filmed inside a "specially constructed wind tunnel being subjected to intense wind, heat and rain." The participants "were chosen for their love of the sport, as well as to represent the demographic breadth of the sport’s fanbase," a spokesperson said. The film was created by Philippa Beaumont, Freddy Taylor and Andrew Bevan and directed by Chris Boyle through Private Island. It launched ahead of the first race of the season, the Australian Grand Prix in Melbourne on March 25. The film will be supported by out-of-home ads in Melbourne, including hand-painted murals (CAMPAIGN LIVE, 3/16). MARKETING WEEK's Ellen Hamett reported with a "big outdoor push -- including in-airport and in-city posters and hand-painted murals -- the campaign will roll out across key Grand Prix destinations" in China, France, Germany and the U.S. as the season unfolds. It will also run on a number of digital and social platforms. In the short term, F1 will be tracking engagement, video views, reach and re-sharing. Longer term, Norman said that will be measured against its "core brand statements: increase interest, better knowledge and deeper engagement with F1 as a sport." It fits in with F1’s long-term strategy to "shift brand perception and build a new identity" centered around its fans (MARKETING WEEK, 3/16).
SNAPCHAT EXTENSION: MOTORSPORT WEEK reported F1 agreed to a multi-year extension to its deal with Snap Inc., which will result in increased coverage of the championship on Snapchat. As part of the expanded arrangement, more than 10 of this year’s events will be featured on the social media platform, starting with the Australian Grand Prix. On each raceday, Snapchat’s in-house production team will curate public Snaps posted by drivers, teams, journalists, fans at the track and at home watching the action and "add HD quality race footage to bring Snapchatters a unique, first person perspective" of an F1 grand prix (MOTORSPORT WEEK, 3/15).
