#DUBAI F1 RACING 2017 PLUS#
plus the adventure of a unique Arabian experience. Lying on the blue waters of the southern Gulf and backing onto the majestic desert, Dubai offers visitors year-round sunshine and five-star luxury. We created a fear of missing out in the audience, encouraging fans to watch the title unfold live at the AbuDhabiGP.From the timeless tranquillity of the desert to the lively bustle of the souk, to the calm waters of the Arabian Gulf, the Emirate of Dubai offers a kaleidoscope of activities for visitors and residents. Immediately post-race, we published a GIF of the incident. We first spotted this in May, when the teammates collided on the opening lap of the SpanishGP. A clear rivalry between the Mercedes teammates began building excitement around the possibility title decider between Nico Rosberg and Lewis Hamilton on our turf.
Identifying a strong fan base behind Dutch driver, Max Verstappen, we published more content around Verstappen, targeting specifically to the Netherlands. Continuously updating custom audience lists, made up from past and potential ticket purchasers, as well as our social community, we delivered tactical sales messaging during peaks in conversation. We targeted untapped new audiences to capture their engagement and loyalty. Our strategy was simple we allocated budget to results posts, strong imagery, and engaging ad hoc posts. We applied this strategy for Yas Marina Circuit for the AbuDhabiGP to grow our community, identify new target markets, launch new products, and ultimately sell out the AbuDhabiGP. We demonstrated agile social, and a tactical content that our audience would want to consume. In order to disrupt the static of a seemingly dying sport, we needed to reignite the passion of fans, new and existing alike.To think like a fan, you need to act like a fan. The AbuDhabiGP campaign proved that you don’t need an extensive media budget to reach your audience. The Abu Dhabi Grand Prix reached capacity ticket sales 1 week Ultimately, we achieved what we set out to do. We reignited the passion for F1 for not only attending fans, but also fans sitting at home, we owned the race weekend conversation, with #AbuDhabiGP generating 7,074,200,00 impressions, hugely ahead our rivals’ respective races of the #BritishGP (6,349,000,000), and the #SingaporeGP (4,418,000,000). We identified a new and previously untapped target market for the client in Dutch Formula 1 Fans. Through Strategic media push behind selected F1 content, leveraging custom audience and demographic targeting, overall engagement across social throughout the campaign increased by as much as 94%. During the campaign, we grew our social community by as much as 65%, with no budget allocated to acquisition of followers, our channel growth was purely organic. Our content aimed to build audience interest within the sport, and ultimately convert interest into AbuDhabiGP attendance. Leveraged our existing community to generate 15% of total ticket revenue through cross selling. Utilising data, we launched products, including additional release “Abu Dhabi Hill” tickets targeted to previous ticket holders.
#DUBAI F1 RACING 2017 SERIES#
Building on entertainment we partnered with Lionel Richie, publishing a series of video messages targeted for existing ticket holders, with a different message for potential ticket purchases. Not being allowed to publish race video content during the season, we introduced “moving imagery” in GIFs to provide our audience with engaging content to break through the static. Using insights from previously engaged with posts to construct unique targeting for each piece, hijacking race conversations, and identifying new audiences. Selecting content identified as “winners”, we allocated a small but efficient budget behind each post. Using an agile always on approach to social F1 coverage, providing race results content, and capturing the emerging stories or ad hoc moments during every race weekend. We delivered our content with innovative creatives for F1 coverage, working around a blanket ban on video content to produce branded GIF images to better tell the championship story.
We decided to break the static conversation around Formula 1 on social media, and establish the Abu Dhabi Grand Prix as the best in class for social Formula 1 coverage. We kept our ear to the ground to unearth the underdog, and identify the rivalry between teammates in the race for the championship title.
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