Aston Martin Aramco Cognizant Formula 1 Team (AMF1) introduced its new team positioning and visual identity with the launch of its 2023 car – the AMR23 – through an integrated campaign titled ‘New Energy’.
The British based AMF1 racing team partnered with global communications agency Havas for the season-long ‘New Energy’ brand platform which, it states, is inspired by its new purpose-built factory in Silverstone and which will span advertising, marketing, as well as team digital and physical touchpoints ranging from the pit garage and motorhomes, to Grand Prix VIP hospitality areas, transport vehicles, digital and social channels and CRM.
The AMR23 was initially teased and promoted via an expansive set of content linked through the #NewEnergy campaign hashtag.
Then a seven-day countdown video series called ‘Insider Stories’ rolled out during the week ahead of the unveiling event which took place on 13 February. For the launch the team invited fans and special guests to take the first public look at the team’s new AMR23 car and the new factory with the entire evening broadcast on Sky Sports and livestream across the team’s own social platforms.
AMF1 collaborated with a trio of Havas agencies for the launch: Cake created the launch event in collaboration with technical delivery partner UNIT9, Havas CX Helia devised the concept, visual identity and fan engagement programme, while Inviqa developed the updated AMF1 website.
“Since Aston Martin returned to the Formula One grid in 2021, Havas’ teams have been an extension of our own,” said AMF1Chief Marketing Officer Rob Bloom. “This new identity captures the energy, passion and purpose of all those in our new factory and beyond, and was brought to life in dramatic fashion at last night’s AMR23 launch event, as we eagerly await lights out on what will be an historic 110th year anniversary for this iconic brand.”
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The new car reveal followed on from previous pre-season hype and teaser content much of which was based around new driver and former F1 champion Fernando Alonso and promoted the team and its partners.
It also follows on from the previous 2022 TikTok Creators led car launch campaign and from 2021’s star studded launch fronted by NFL super star Tom Brady and James Bond himself Daniel Craig.
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