The 2 March multi-strand digital ‘We Live Performance’ campaign unveiling the new 2021 Mercedes-AMG F1 W12 E and building excitement ahead of the new Formula One season was spearheaded by twin promotional pillars: a 30-minute live streamed car launch from the team’s Brackley base hosted on its YouTube channel which was partnered by a 60-second flagship film.
These two core strands were supported by a series of teasers and countdown pieces prior to the launch event and backed by a set of supporting social content and a PR push.
The new W12 E Performance cars, which include aerodynamic changes alongside suspension, cooling system and power unit improvements, comes with a similar black base livery to last season to underline the team’s ongoing commitment to improving diversity and inclusion.
Details of the technical specifications, computer-generated render images, plus additional media assets (such as Q&As with Toto Wolff, Hywel Thomas and James Allison) were available to download from the team’s media site at media.mercedesamgf1.com.
The cars full ‘Mercedes-AMG F1 W12 E Performance’ name, is its first car to use the ‘E Performance’ designation (a new technology label which will be used in product names and badges on all forthcoming Mercedes-AMG performance hybrid cars), signifying a closer alignment to the central Mercedes-AMG performance division.
Something reflected in the ‘We Live Performance’ campaign and hero spot.
Indeed, the team’s closer cooperation with AMG is also reflected in the new 2021 livery: with AMG branding replacing the star engine cover pattern which now fades to Mercedes’ traditional racing silver from the black base livery introduced in 2020.
The most prominent colour remains the
The iconic green of 10-year title partner Petronas remains the most prominent partner colour, while the burgundy of team shareholder and Principal Partner INEOS also features on the airbox and the inside of the front wing endplates.
This season also marks the start of a new team ownership structure which sees Wolf, Daimler and INEOS as equal, one-third shareholders.
“Our scepticism and hunger drive us and get us fired up for every new season – because the scoreboard goes to zero and there’s always more performance to be found. And that’s exciting,” commented Team Principal Toto Wolf at the unveiling.
“The fact that we were able to attract INEOS as an investor shows that we have a strong business case and that F1 continues to be a highly attractive platform for big brands and companies,” continued Wolf. “We’re also seeing a slight shift in the way that F1 teams operate as the cost cap and the new structure move us towards a business model that is more familiar in American sports franchises.
“At the same time, having three strong shareholders in the team gives us even more stability for the future. On a personal level, I’m very happy to commit to the team for the long term and increase my share slightly. I’ve always said that this team is like a family to me, and I’m incredibly proud of what we have achieved together.”
The opening day of pre-season testing is on 12 March in Bahrain ahead of the foirst Gran Prix of the 2021 season on 28 March.
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