The Fastest Cars in the World Are Coming.
Since 2017 I have been following Formula 1.
It started off by pure chance however — I was looking for a new game to play and that’s when the F1 game showed up on my feed. A few hours of in-game mileage earned and I realized a big hole in my heart was filled up.
This marketing campaign is a testament to what I want to do for a brand that has added a new dimension to my life.
Coming up with the Copy
Since Libery Media took over, Formula 1 has had quite a visible makeover.
A new design and communication style and theme song coupled with strong social media engagement strategies and a Netflix special, have rapidly exposed F1 to a whole new audience — the ever growing millennials of today.
My idea had to capitalize on this.
The original copy draft was on the lines of — You’ve experienced life at your own pace, now come experience it at 300kmph.
Instead of going for an excessively witty route, I decided it’s best to keep things simple with an immediate takeaway.
That’s where the main copy idea came into existence.
The design inspiration
Inspired by the login screen design of the official F1 app, my hopes to implement all of F1’s new brand design guidelines.
I have used the exact design style for my billboards, simply so that when audiences download the F1 app there is a design continuity.
The Client Pitch
If the Marketing Head of Formula 1 was sitting across from me, I would tell them it’s time for millennials who don’t know F1 to fall in love with F1.
Obviously my design is a version one for the pitch, but the final billboard design would be an animated feature where the second screen has a prompt for people to download and book tickets on the F1 app.
Thus a design similar to the login screen.
We target the capital city/ large metropolitan cities of countries that hosts a Grand Prix weekend by putting up the billboards across posh commercial neighbourhoods.
Why posh neighbourhoods?
We want to convert millennials who have the spending capacity — We’re showing them that it isn’t just about cars and petrolheads, but it’s an entertainment experience they can fall in love with.
With a strong presence we ensure our communication is loud and strongly visible to people who frequently visit these neighbourhoods.
Closing the Deal
Just imagine, you’re a moderately affluent millennial walking down Times Square when you notice this massive billboard at the Marriott Marquis Hotel facade.
You’re probably with friends or surrounded by equally financially capable milliennials who are also seeing this billboard.
Imagine all the chatter that can happen at each interaction with this ad, day after day for one month prior to the race weekend.
And this is an audience that might choose to pay for an exclusive F1 experience.
I want this campaign to tie into Liberty Media’s efforts of making Formula 1 an attractive affair for the everyday spending crowd.
The same crowd that goes to Coachella for a music festival might just enjoy a racing when you have an international DJ closing the weekend.
Just like how we sometimes plan ahead for a big music festival, my hope is that people lock their calendars much in advance to see these ridiculously fast cars break the speed limit in their neighbourhoods.
And I keep my finger’s crossed to bump into you there someday!
