Unleashing the Greatest Racing Spectacle on The Planet - F1 Engineered Insanity


Unleashing the Greatest Racing Spectacle on The Planet - F1 Engineered Insanity, Wavemaker CS
For a few years now, Formula 1 has been perceived as having the best years behind it. Significant changes to the competitive landscape and audience behaviour have driven a decline in the following of the sport. Wavemaker’s first task upon appointment in 2018 was to stop the decline. We needed to map out how fans move from ‘yet to try’ segment’ to fully engaged fans. Using brand and audience insights, we adapted purchase journey framework, and mapped the F1 fan journey. We identified key weaknesses and addressed them through tightly guided activations, focusing on two communication principles. F1 first ever brand campaign - Engineered Insanity, was launched with 8 city takeovers and global social media drive. To ensure the success of the implemented strategy, we designed measurement hierarchy to track and optimise local and global activations. The results of the campaigns exceeded our expectations.