HELPING FORMULA E GROW THEIR FANBASE

BACKGROUND

Formula E is the pinnacle of electric motorsport — an FIA World Championship committed to creating thrilling racing on track and positive impact off of it. Independently ranked as the most sustainable sport in the world by the Global Sustainability Benchmark in Sports (GSBS), Formula E continues to push the boundaries of innovation in motorsport and set new standards in elite sport.

Season 9 of the ABB FIA Formula E World Championship, back in 2023, was one of the most exciting and successful to date with the debut of the GEN3 — the fastest, lightest, most powerful and efficient electric race car ever built; racing in new host cities of Cape Town, Hyderabad, São Paulo and Portland; and new teams joining the grid including Maserati, McLaren and ABT.

THE BRIEF

Attract the attention of new fans to Formula E while celebrating Season 9.

THE IDEA 

The work focused on the unbound and exhilarating thrill of removing all restraints to push forward and the extraordinary mentality of the Formula E racing driver. The film, entitled ‘Progress is Unstoppable’ and directed by Sam Walker, a visually unexpected and impactful spot, championing Formula E’s unbridled and forward facing mindset and mantra.

The two-minute film was part of a number of different assets, all developed to land the message across a variety of digital and above the line channels - speaking to Formula E’s distinctive audience interests: human drama, attitude of racing and innovation of the car. The films and supporting assets ran through the remainder of the Formula E season as part of the integrated ‘Progress is Unstoppable’ campaign.

OUTCOME

The post-campaign ad effectiveness research showed that we delivered distinction at scale. Ad awareness was twice as high in the UK compared to the year before. Almost half of motorsport fans said the film could only be for Formula E.

69% of respondents agreed that FE represents the future of motorsport.