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 1Advertiser: Formula 1Agency: Ogilvy UKCountry: 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...