Formula 1: Keeping F1 fans tuned in with no racing

Formula 1 (F1), the auto racing league, stayed connected with UK racing fans during the coronavirus lockdown by delivering personalised content and virtual meet-and-greet sessions with drivers.

Campaign details

Brand: Formula 1 Advertiser: Formula 1 Agency: Ogilvy UK Country: UK

Campaign Overview

Keeping F1 fans engaged in lockdown

During six months without races how could the sport's voice be kept alive?

Strategy

Fans don't see themselves as customers so F1 treats them as a community rather than a target audience.

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