Formula 1: Unleashing the Greatest Racing Spectacle

Formula 1 (F1), the racing league, increased ticket sales by 30% as a result of its locally nuanced activations around the world.

The Challenge

With a decline in following and negative perceptions impacting both brand and business, 2018 was a seminal year for Formula 1. The brand mission to “unleash the greatest racing spectacle on the planet” was realised for the fi

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