2020 Silver Best Writing

Agency: Ogilvy UK

Client: Formula 1

Campaign Name: Keeping the voice of F1 alive during the 'pandemic' season

Campaign Overview

Keeping F1 fans engaged in lockdown

During six months without races how could the sport’s voice be kept alive?

Strategy

Fans don't see themselves as customers so F1 treats them as a community rather than a target audience.

During lockdown fans needed to be engaged and primed to buy into the season and F1 TV when racing restarted.

Ogilvy UK turned conventional eCRM into a fast-paced entertainment channel, delivered by a hyper-responsive email programme.

During shutdown the agency had to dig deeper into F1 culture with a new series of direct digital experiences to keep the audience entertained.

Creativity

Insights into fan culture provided fuel: a new generation of drivers with e-sports rivalries but online friendships; intimate stories from F1 legends in podcasts and documentaries; and opening the vast F1 TV archive.

Innovative digital experiences were created to maintain engagement, from F1 driver cam Zoom backgrounds to virtual meet-and-greets with drivers.

For 2020, an editorial redesign showcased the curated storytelling. Improved data and personalisation delivered more relevant messages. Upgrades brought to life emails with embedded video, polls and downloads. Messages were echoed with customised overlays on F1.com, priming fans for the return of F1 TV.

Each race was trailed as the next episode in an unmissable drama, with the drivers, managers and circuits as the characters. The copy brand style was short and staccato to add drama and reflect the speed.

Results

The investment in the direct relationship, the building of trust and insights from the strategy of previous seasons helped deliver new experiences fans wanted during lockdown and keep the door open for the return to racing.

Recasting conventional eCRM as a fast-paced entertainment channel allowed F1 to listen to its fans and see what content they click, share and read.

Average open rate was 29%, well above industry benchmarks. Quality traffic is provided to F1.com with a longest average dwell time of 3.59 minutes.

Fans downloaded F1 Zoom driver camera backgrounds, unfolding calendar updates and anniversary wallpapers.

The F1 TV sales target was exceeded by 238% with 3:1 ROI. Long-term branding building remains a stage for sales with 78% more value from the programme than the control.

The Team

Ogilvy - Jackson Russ, Client Partner - George Stride, Account Director - Coby Walter, Programme Director - Harry Scott, Executive - Jemma Roback, Executive - Martin Delamere, Experience Planning and Deputy Content Director - Frank Duck, Data Strategy Director - Jack Grimmer, Technology Consultants - Duncan Butt, Technology Consultants - Angus George, Group Creative Director - Johnny Watters, Group Creative Director - Ben Evenett, Art Director - James Roberts, Copywriter - Chris Lawlor, Copywriter - Sam Hinckley, Art Director - Tim Gavriel, Copywriter - Aaron Carbines, Art Director - Will Whittington, Designer