The Formula One motor-racing championship has launched its first ever global marketing campaign as it seeks to better promote itself to new and existing fans of the sport.
The campaign has been launched ahead of the start of the 2018 F1 season in Melbourne, Australia next week and includes new imagery, a new tagline and a hero film featuring six ‘superfans’ of the sport.
The 60-second #EngineeredInsanity film debuted on social media Friday 16 March 2018 and is designed to highlight the sport’s innovation, endurance and elemental nature, putting fans at the heart of F1. The six fans were given the chance to tease the film on their personal social channels prior to the official launch.
‘Engineered Insanity’ is also F1’s new tagline and the slogan is set to form the backbone of a multi-platform campaign that begins in Melbourne. The campaign will feature out-of-home advertising, in-airport and in-city posters, hand-painted murals and promotion across digital and social channels. It will then roll out in key F1 grand prix markets such as China, France, Germany and the US as the season progresses. A series of GIFs and interactive Instagram stories will allow fans to experience the campaign on a more personal level.
F1 worked with communications agency Wieden+Kennedy London on the campaign.
F1’s director of marketing Ellie Norman said: “We want to create a perceptible shift in how people perceive F1. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport. Our brief to Wieden+Kennedy London was to translate its raw, exhilarating thrill into something that will transcend its appeal across the entire spectrum of sports fans.
“Last season, we made a promise to our fans to bring them closer and to reshape the sport into something that resembles what they want to see, the gladiatorial conflict at its heart. Nothing we came up with creatively delivered this better than seeing it through the eyes of our most passionate fans. Across the next year and beyond, we will be creating further fan-centred activations at the races, at fan festivals and across F1 social platforms. Watch this space. We are here to excite.”
The launch of the new campaign is the latest move by F1’s new owners Liberty Media to further commercialise the sport. Since Liberty Media assumed control of F1 in January 2017 it has introduced a new logo and made a number of senior appointments within its commercial and digital departments as it seeks to rebrand itself following the Bernie Ecclestone era.
Ecclestone previously operated a system that relied on race promoters, teams, sponsors and broadcasters to promote the sport, rather than a centralised approach taken by Formula One itself.