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...