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 first time as we reignited love for F1 with fans old and new.

When Liberty Media acquired Formula 1 in 2017 the sport was struggling to recruit fresh blood; viewer numbers were in decline and fans were getting older. Even the fans that had stuck with F1 were less engaged and the sport was widely perceived as inaccessible and “boring”.


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