To engage motorsport fans and build excitement around the March opening race of the 2016 F1 season, the Australian Grand Prix Corporation (AGPC) working in tandem with agency Ensemble launch a multi-platform initiative that aims to offer a flavour of the sensory experience of live F1 racing
The fresh AGPC initiative – called ‘F1 For Real’ – promotes one of Australia’s biggest international events and aims to attract new fans to the event as well as engage existing race loyalists.
Indeed, this new platform is trying to broaden the appeal of F1 in Australia and target a wider base of attendees – prioritising social event goers, families and corporate entities.
The ‘F1. For Real’ communications include a TVC, outdoor, print, radio, digital display, new corporate hospitality content and brochure design. As a part of the brand refresh the grandprix.com.au website has also been rebuilt and designed by digital partner VI.
The campaign is led by a striking spot that aims to help viewers experience the thrill of F1
The creative is also amplified across the organisation’s social channels – including Twitter.
Experience the thrill of the 2016 Formula One Australian Grand Prix. F1. For Real.
View: https://t.co/CdSvXoesN8 pic.twitter.com/rXPCX4hGR0
— Aus Grand Prix (@ausgrandprix) December 17, 2015
Most of the creative also drives viewers to booking platforms at http://bit.ly/1lUkjP5
Another aspect of the wider AGPC brand refresh is a rebuilt www.grandprix.com.au website (designed by digital partner VI).
‘Rather than delivering the same communications featuring drivers on the track as in recent years, our ‘F1. For Real’ campaign focuses on what the event offers the fan,’ explains Ensemble managing partner Harry Preston.
‘It’s a tactile and sensory experience highlighting the noise, the smell, the vibrations and even the chance to take selfies with their heroes. The ultimate aim is to inspire people to swap their TV remote at home for a ticket to the live event.’
‘You have to understand the emerging needs and trends of your fans, which is why we are continuously looking at ways to innovate and improve the event experience,’ adds AGPC CEO Andrew Westacott.
‘This year we’re focusing on creating more unique social atmospheres and offering fans a variety of on-and-off track entertainment that has never been seen before at the Australian Grand Prix. We are aggressively shifting the paradigm of fan experience. This new campaign will deliver an instant taste of the atmosphere, glamour and excitement of the Formula 1 Australian Grand Prix.’
Comment
In our opinion any brief that asks for a campaign to attract new fans ranging from ‘social event goers’ to ‘families’ and ‘corporate entities’ is an extremely challenging one to say the least.
So Ensemble certainly has its hands full with this campaign as it continues to evolve towards the race start.
Indeed, it only won the AGPC creative account in early 2015 following a pitch process which saw it beat out incumbent AJF Partnership.
Ensemble first took over the account on 1 March and is producing creative and content requirements across both the Formula 1 Australia Grand Prix and the Australian Motorcycle Grand Prix.
This is part of Ensemb;le’s recently expanded portfolio after it repositioned from primarily a branded content agency into a fuller service creative agency after merging with fellow IPD Medibrands creative agency Airbourne last August.
But if you really want to take a more original approach to helping fans experience what an F1 race is like, why not also add something more immersive like leading edge virtual reality to the campaign – such as last year’s Esso and McLaren Honda immersive #FuelYourSenses campaign (see previous case study).
Links:
Australian Grand Prix Website:
Australian Grand Prix Facebook:
https://www.facebook.com/ausgrandprix
Australian Grand Prix YouTube:
https://www.youtube.com/user/australiangrandprix
Australian Grand Prix Twitter:
https://twitter.com/ausgrandprix
Australian Grand Prix Instagram:
https://www.instagram.com/ausgp/?hl=en
Ensemble:
