Formula 1

Putting fans back at the heart of the sport

COPYWRITING / ART DIRECTION / CONCEPTING

At Ogilvy I was the lead copywriter for the F1 account – writing weekly newsletters in response to the Grands Prix. It was whiplash-style writing that fans loved to see week in, week out.

Fans loved our emails.

They not only tweeted about them, but they were open to our cross-selling tactics – which meant that our emails worked hard, week in, week out.

We created a 208% sales uplift. Hardcore fans were spending almost 5x as much on F1 stuff, with a ROI of 7:1.

Because of this success, we happily picked up awards at the One Show and DMAs.

Paddock Club

Paddock Club is F1’s exclusive and legendary hospitality for business. We were tasked on creating a new platform and visual identity for it.

To cut through the enormous amount of invites that business leaders receive, we had to show how F1’s offering was something next level.

The platform “Legend has it” allowed us to tell stories about legendary business moments that have occurred at GPs – whether they were true or not was beside the point!

A magazine of legends

Instead of the usual brochure or emails that business leaders get sent, we made a magazine that told the legendary stories that have taken place at Paddock Club. A place where business leaders write down groundbreaking new ideas on the back of a napkin or shake hands on a deal that will change the world.