The Australian Grand Prix Corporation and agency Ensemble this week are launching an integrated campaign aimed at igniting the sensory experience of live Formula 1 racing, targeting motorsport fans and the wider interest of event goers across Australia.
The Australian Grand Prix Corporation (AGPC) hosts one of Australia’s largest international events and each year the F1 seeks to attract new as well as loyal fans to the event. The new campaign is called ‘F1. for Real’.
“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,” Ensemble managing partner Harry Preston said.
“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.”
Australian Grand Prix Corporation CEO, Andrew Westacott added, “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.
“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.”
The new platform broadens the appeal of F1 and targets a wider base of attendees with potential for growth including social event goers, families and corporates. 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.
“This new campaign will deliver an instant taste of the atmosphere, glamour and excitement of the Formula 1 Australian Grand Prix,” Westacott added.
Visual Capitalist‘s ‘Generational Power Index‘ for 2021 has found that millennials have the highest share of power in terms of digital platform and celebrity. Despite coming second last in terms of overall economic, political and cultural power (with Gen Zs at the bottom), Millennials hold significant power in terms of the digital world, particularly in the […]
Prime Video Presents Australia 2021, held at Crown Sydney on Tuesday afternoon, showcased an immense array of Australian content coming soon to the small screen. Presented by comedian Joel Creasey, attendees included a range of Australian talent in-person and onscreen including comedians and writers Kate McLennan and Kate McCartney, AFL Hall of Fame player Michael […]
Social media platform Twitter may soon come with a monthly price tag, as rumours about ‘Twitter Blue’ continue to swirl. It has long been suggested that Twitter should take to a subscription model as a way to increase the overall monetisation of the userbase. According to analysts, Twitter’s average revenue per user (ARPU) is around […]
The early results for Apple’s new iOS 14.5 are in. In this piece, Kat Warboys, Marketing Director, APAC at HubSpot explains what the evolving consumer expectations around privacy mean for businesses. The world of security and data privacy is constantly evolving, and while many marketers are now used to this rollercoaster ride, this month’s iOS […]
Fiverr, one of the world’s largest online marketplaces for digital services, has launched ‘Bill’s Billboards’, an initiative to help boost the local economy by creating free ads for local businesses and running them across $250,000 worth of billboard space. The ads in question were made by an award-winning Fiverr freelancer, who set himself up on […]
The Wellness Rebellion with Maz Compton and Dr Sam Hay is a reset on everything we know about our health and wellness, uncovering the truth and debunking the trends with science-based wellness information to improve your everyday wellbeing. Each episode in the new weekly podcast series will see Compton and Dr Hay discuss a wellness […]