Formula 1: A Season of Stories at Speed

Formula One (F1), the highest class of single-seater auto racing, increased interest in the sport in the UK by launching an email campaign with exclusive content such as track-side photos.

Campaign details

Agency: Ogilvy

Build a new, direct relationship with F1 fans to reverse declining interest in the sport.

Strategy

When Liberty Media bought F1 in 2017 neglected fans had cooled on the sport and viewership was in decline. To drive new interest followers would need to be put first. Liberty and Ogilvy set about creating a "season of stories" about fans' passions to re-engage the audience.

Faced with making complex rules and perceived repetitive racing more compelling, F1 wanted to turn fans into geeks and create a new generation of "insiders", educating and entertaining them in a way...

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