Get in the race
with Ogilvy One. 

Art Direction
Copy
Audio Scriptwriting
CRM Creative

Following a change in ownership, Formula 1 faced a legacy of distance. Decades of focusing on broadcast and circuit deals had left their direct fan data dormant and their relationship with the audience purely transactional. The challenge was to transform eCRM from a stale corporate necessity into a fast-paced, brand-building entertainment channel that mirrored the adrenaline of the track.

Our brief was to continue to build on the direct-to-fan relationship through a global editorial framework that drives engagement, retention, and commercial action.

THE WORK

We built on the visceral aesthetic, supported by data, using a fan-first vernacular to move the needle from 'database' to 'community.' By treating every digital touchpoint as a magazine-style editorial moment, we ensured the brand stayed as relevant in the inbox as it is on the grid.

We delivered creative execution across the fan ecosystem - Art direction and copy for F1 Unlocked, F1 Fantasy, digital fan engagement assets and audio advertising.

THE RESULTS

The fan-first strategy returned its investment fourfold within two years of partnership with Ogilvy One. Fans engaged with the new editorial programme significantly outperformed control groups across every commercial and retention metric, exceeding all initial targets. The project proved that by prioritising the human element of the sport, eCRM can act as a primary driver for global revenue and brand loyalty.