Formula 1: Keeping F1 fans tuned in with no racing

Formula 1 (F1), the auto racing league, stayed connected with UK racing fans during the coronavirus lockdown by delivering personalised content and virtual meet-and-greet sessions with drivers.

Campaign details

Brand: Formula 1Advertiser: Formula 1Agency: Ogilvy UKCountry: UK

Campaign Overview

Keeping F1 fans engaged in lockdown

During six months without races how could the sport's voice be kept alive?

Strategy

Fans don't see themselves as customers so F1 treats them as a community rather than a target audience.

During lockdown fans needed to be engaged and primed to buy into the season and F1 TV when racing restarted.

Ogilvy UK turned conventional eCRM into a fast-paced entertainment channel, delivered by a hyper-responsive email programme.

During shutdown the agency had to dig...

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