2023 Bronze Data and Insight
11 Dec 2023
Agency: Ogilvy UK
Client: Formula 1
Entry Title: F1 Unlocked: Zandvoort Unlocked
Executive Summary
New fan membership programme F1 Unlocked offered deeper content and unique prizes. Despite being a global competition offering flights and accommodation, however, the host country audience was the #1 market for sign-ups. A localisation strategy was needed, targeted towards priority market audiences and tapping into the unique nature of their home circuit.
Strategy
When deciding where the subsequent competition should launch, the agency could see that Netherlands ranked #4 out of 16 top markets in terms of unique visitors to F1.com/app, but in the bottom four markets for conversion to F1 Unlocked sign-ups.
The hypothesis was therefore applied to address the lower conversions in the Netherlands by assigning Zandvoort circuit as the next prize destination. To drive excitement among the global fanbase too, the most special aspect of the Zandvoort Grand Prix was brought to life: the unparalleled party atmosphere.
Creativity
An evergreen creative wrapper was adapted to each race: ‘[Race] Unlocked’ - using a lanyard graphic as a portal to gives audiences a snapshot into the level of access they could win.
Zandvoort’s party atmosphere was depicted in the creative, adapting the lanyard device as a portal into the amazing crowds. Meanwhile, static ads framed the allure of front-row seats, paddock access, podium celebrations and exclusive F1 Unlocked privileges.
Through paid and organic social channels, tales of unparalleled access and captivating visuals of the Zandvoort atmosphere were intertwined with a burst of vibrant colours.
Results
The campaign demonstrated the power of tailored, localised experiences in driving fan engagement and conversions, serving as a blueprint for future F1 Unlocked competitions. Conversion to F1 Unlocked from the Netherlands went up by 17.4% during the competition entry window, and the competition received 243% more leads than the average for the other top 18 markets.
This learning, now proven across two markets, will significantly improve ongoing performance for maximising the impact of future competition campaigns, and increasing conversion rates from key markets.