Green light for new campaignReleased in the run-up to the first grand prix of the 2018 season, the 60-second film will shine a spotlight on the innovation, endurance and elemental nature of the sport. By putting fans at the centre of the action, having them battle it out from behind the wheel of an F1 car, Formula One are hoping to use this campaign to highlight the diversity of the sport’s fans from around the globe as well as expand the fanbase by showing off all the factors that make the sport what it is.
Inspired by the fine line between chaos and control that attracts fans to F1, the tagline ‘Engineered Insanity’ will form the backbone of a multi-platform campaign that will kick the new season off in Melbourne with a range of advertising campaigns in the Australian city; from posters to hand-painted murals to social and digital channels.
Campaign hits the roadAs the season moves on from Australia to China, France, Germany and the USA, so will the new marketing campaign. The stars of the new ads have been chosen due to their passion for the sport, as well as to show off the wide range of people that make up Formula One’s fanbase. The six selected fans were subjected to heat, wind and rain in a specially constructed wind tunnel, experiencing first-hand the unique skill and thrill of being a F1 driver in the middle of a race.
Ellie Norman, Director of Marketing, Formula 1 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.”