Formula 1: Wake up Call

Formula 1, a racing car brand, increased its audience in the US by using robocalling technology.

Campaign details

Agency: Ogilvy UKClient: Formula 1Campaign Name: Wake up Call

F1 is growing its audience in the US, but TV viewership alone doesn't make a direct relationship.

The brief was to convert unknown US fans into known and contactable fans on the database, to learn more about them, nurture the relationship and increase their value.

Strategy

Since Liberty Media took over F1 in 2017, it has targeted the US as a key growth market. When fans in the country get behind a sport, it's a huge commercial opportunity.

From 2022, a second US Grand...

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