The race series rights-holder hosted its first ever launch events on Wednesday 13 March (ahead of the weekend GP) to excite and engage fans ahead of the 2019 season opening Rolex Melbourne Grand Prix.
The major public event, the first in F1’s 69-year history, was a multi-faceted consumer experience which saw 20 drivers and 10 team principals take the stage in Federation Square to meet and greet thousands of fans.
Many of the on stage driver/team questions were crowd-sourced through F1 fan channels.
While the event also included a recreation of the famous ‘Melbourne Walk’ – a symbol fo the Albert Park race – in Federation Square where fans could interact with F1 stars, ask for signatures and selfies and it included moments and opportunities for fans to generate social content.
For those unable to be there in person, the event was streamed live from the heart of Melbourne to the world across the rights-owners digital and social channels.
The launch experience was produced for London headquartered F1 in partnership with the Australian Grand Prix Corporation (AGPC) by Graffiti Experiential (part of WPP AUNZ), with AV content production handled by Wieden + Kennedy London and media work run by Wavemaker Australia.
Holly O’Connell, client services director, Graffiti Experiential explained that the objective was to create a premium and spectacular public event that would bring fans closer to the sport and its key personalities.
“This was such an exciting project for Graffiti; celebrities, glamourous brands and a global audience. The event concept had to reach far beyond just putting the drivers on stage at Federation Square, we needed to create an electric atmosphere that translated to the live broadcast and would satisfy a global fan-base,” said O’Connell.
“Our plan was to involve the drivers in a unique way and at the same time showcase the city of Melbourne in all its glory, so we coordinated all 20 drivers and 10 teams to arrive at Federation Square via an iconic Melbourne Yarra River boat and then we created unique and clever ways for excited fans to engage with their driving idols.”
Says O’Connell: “A cornerstone of every Graffiti event is to create genuine connections between brands and consumers, and the Formula 1 season launch delivered this and more.”
Alex Lowe, head of brand marketing, F1 added: “From the outset Graffiti understood Formula 1 is the ultimate sporting and entertainment experience, and have been a great partner on the ground throughout the project. “The F1 launch event was the perfect way to drive hype and awareness of the world’s greatest racing spectacle ahead of the Formula 1 Australian Grand Prix 2019, and make sure our fans know they’re the focus for F1.”
Comment:
This event is an example of F1’s new approach of putting its fans first and turning its races into more rounded global entertainment experiences.
The series rights-holder supported the live launch with a range of promotional pieces to promote the Melbourne GP
and the new season which included a new sonic logo and soundscape (see case study).
Links:
Formula 1
https://www.facebook.com/Formula1/
Graffiti Experiential
https://www.graffiti.com.au/experiential
Wieden + Kennedy London
Wavemaker Australia
https://wavemakerglobal.com/think/?tag=AUSTRALIA
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