Formula 1
At Ogilvy U.K I spent around 3 years working with the F1 CRM account, where we designed the newsletter email templates and assets, alongside F1 TV and F1 Paddock Club campaign identities
'Following an ownership change in 2017, Formula 1 aimed to transform direct digital interactions with fans and unlock new revenues. The challenge was F1’s previous focus on deals with broadcasters and circuits left a dormant database and little or no direct contact with the fans. F1 created a new direct-to-fan relationship, recasting eCRM as a fast-paced, brand-building, global entertainment channel. This was built on magazine-style editorial emails with results regularly analysed and optimised, measured against a control group. Fans receiving the programme outperformed the control set on engagement, retention and commercial metrics, exceeding targets. The fan-first strategy is estimated
to have returned its investment fourfold in two years.'
- Ogilvy
Team awards
Effie Europe Bronze Award
Marketing Society Brave Award
IPA Effectiveness Award (Bronze)
The One Show Award: Direct Marketing (Merit)
2020 DMA gold & silver
Newsletter Emails
These emails are one of F1s direct ways of communicating with the fans, keeping them updated on all the latest, and providing engaging content. Newsletters aren't printed anymore, but it's still the same product so the emails should have an overall editorial feel, with well crafted design as you would expect to find in a magazine.
F1 TV Pro
Campaign ID
F1 TV Pro is F1s own streaming service, offering multiple views from each drivers car, and all the telemetry data streamed live so you can get right down to the details of the race. To illustrate this we used information from the app and brought it into the brand world, showing fans directly how much more they can get out of the race using F1 TV Pro.
This work was rolled out across social, emails and around racetracks across the season.
F1 Paddock Club
F1 Paddock Club is the most premium way to see a race, daily Pit Lane Walks, a one time Guided Track Tour & the chance to hear from some of F1 legends over the weekend.
As part of the styling we added in a unique signature for each race, mixed with bold textured headlines to balance the luxury of the experience and the grit of the race.
