Campaign details
Agency: Ogilvy UKClient: Formula 1Campaign Name: Putting Formula 1 back on track
The pandemic created huge challenges for F1. It not only reduced revenues but millions of fans also missed out on the emotional high of visiting a Grand Prix.
For 2021, the brief was to replace the engagement gap and drive sign-ups for at-home experiences.
Strategy
With little chance to attend races, the programme invited fans to experiences that ignited their passions, priming them to buy into the season and subscribe to F1 TV. Fans do not see themselves as customers, so...