2021 Gold Best Use of Voice or Audio
08 Dec 2021
Agency: Ogilvy UK
Client: Formula 1
Campaign Name: Wake up Call
Campaign Overview
F1 is growing its audience in the US, but TV viewership alone doesn’t make a direct relationship.
The brief was to convert unknown US fans into known and contactable fans on the database, to learn more about them, nurture the relationship and increase their value.
Strategy
Since Liberty Media took over F1 in 2017, it has targeted the US as a key growth market. When fans in the country get behind a sport, it's a huge commercial opportunity.
From 2022, a second US Grand Prix will be added, supercharging growth strategy.
But TV viewership does not make a direct relationship, and F1 knows that it will be critical to connect with fans on a more personal level to really serve their needs and unlock their potential value.
The key insight was that it can be really tough being an F1 fan in the US. With so many races happening in Europe and Asia, much on-track action happens when they're asleep.
The strategy was to show US fans the sport appreciates the extra effort they make.
Creativity
The team created an F1 Wake Up Call service. An actual phone call, just like you'd get if you were staying in a hotel.
Fans could request one from their favourite F1 driver ahead of the Grand Prix - using robocalling. Instead of asking if you've been in a car accident that wasn't your fault, robocalling is helping fans watch cars go faster than they have any right to go.
All 20 drivers recorded wake-up messages for their US fans which, with some added spice, was mixed into longer messages encouraging fans to get out of bed and tune into ESPN to watch the race.
All fans had to do was register for the service with a US mobile number and email address, with the option to opt into future communications from F1.
Results
The team created an F1 Wake Up Call service. An actual phone call, just like you'd get if you were staying in a hotel.
Fans could request one from their favourite F1 driver ahead of the Grand Prix - using robocalling. Instead of asking if you've been in a car accident that wasn't your fault, robocalling is helping fans watch cars go faster than they have any right to go.
All 20 drivers recorded wake-up messages for their US fans which, with some added spice, was mixed into longer messages encouraging fans to get out of bed and tune into ESPN to watch the race.
All fans had to do was register for the service with a US mobile number and email address, with the option to opt into future communications from F1.
The team created an F1 Wake Up Call service. An actual phone call, just like you'd get if you were staying in a hotel.
Fans could request one from their favourite F1 driver ahead of the Grand Prix - using robocalling. Instead of asking if you've been in a car accident that wasn't your fault, robocalling is helping fans watch cars go faster than they have any right to go.
All 20 drivers recorded wake-up messages for their US fans which, with some added spice, was mixed into longer messages encouraging fans to get out of bed and tune into ESPN to watch the race.
All fans had to do was register for the service with a US mobile number and email address, with the option to opt into future communications from F1.
The Team
Ogilvy UK - Coby Walter, Programme Director - George Stride, Account Director - Duncan Butt, Campaign Manager - Paul Kenny, Planning Partner - Ally Waring, Experience Planning Director - Angus George, Executive Creative Director - Johnny Watters, Executive Creative Director - Eva Steiner, Creative - Alex Nash, Creative - Sam Hinckley, Creative - Chris Lawlor, Creative - Dom Flaherty, Flaherty Designer - Dani Vazquez, Designer - Gustavo Fernandes, Designer
Contributors
Talkative