Formula 1: Putting Formula 1 back on track

Formula 1 (F1), a racing brand, recreated the fan experience during the COVID-19 pandemic when fans were not able to participate in person.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands