Formula 1: Putting fans at the heart of Formula 1

Formula One (F1), the highest class of international single-seater auto racing, created a fan engagement programme that better-connected with them through a drama series that featured each race as the next episode in an unmissable saga.


At a glance F1 looks impossibly slick and accomplished, yet at the heart the fans had gone missing.

Lewis Hamilton could crowd surf at Silverstone but to the F1 brand these fans were strangers.

This is how we rethought CRM, proved the value of a fan-first programme and enabled F1 to get to know its fans again.

Objective: Create a valuable direct relationship with fans

F1 could claim over 400m global TV viewers, but had no direct relationship with fans. To F1 they were unknowns.

There was no ecosystem to engage fans, understand their desires and create better value...

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Insights Team
Bray Leino

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