Environmentally-friendly Formula E is "undergoing a major brand refresh in an attempt to showcase it in a more exciting, grittier and competitive light," according to Ellen Hammett of MARKETING WEEK. Launching this week, "The Fiercely Driven" campaign comes ahead of Season 5’s first race on Dec. 15 and "aims to ensure the electric car championship is known for more than just its sustainability credentials." Formula E CMO Jerome Hiquet said, "The brand campaign we are launching is consistent with [our brand purpose]. Today, the younger generation doesn’t trust in a brand if it doesn’t believe it is authentic in what it is saying. Now we have our product innovation and mission aligned, we can come with 'Fiercely Driven' as a campaign and claim that we are disruptive, unpredictable and unconventional. Because we are." Campaign imagery comprises the new "futuristic-looking" Formula E cars with "fierce" creatures including "a scorpion with a sting in its tail, two stags locking horns" and a tiger baring its teeth. In line with the brand refresh, Formula E is launching a "dynamic second-generation car and a new race format for the upcoming season." This includes a new "Attack Mode," which briefly unlocks about 300 horsepower of additional output, while drivers will be able to go twice through a zone off the racing line to get a "short-term speed boost." Formula E is also looking to become more "fan-centric" by putting "gamification" at its core. It is introducing on-site gaming zones that will be open to fans in each city. In what Formula E claims is a "first-of-its-kind for motor sports," it is currently testing "live ghost racing" technology -- "the ultimate fan participation tool" -- that will allow fans to race drivers in real-time via a video game (MARKETING WEEK, 12/5).
