Formula One’s new approach to comms will be harder to keep up with than Lewis Hamilton

When you think of F1, you think fast cars, loud engines, glamorous parties and the most up to date tech money can buy.


This wasn’t the case for its marketing however, which was still limply going around the track with a substandard vehicle that had a flat tire.


In the Ecclestone era, he seemingly refused to spend money on a more modern approach to communication, instead opting for a traditional execution that relied on race promoters, teams, sponsors and broadcasters to promote the sport.


That’s now all changed…..


Ahead of the weekend’s first race, F1 launched its first global marketing campaign, in the latest move by F1’s new owners Liberty Media to further commercialise the sport. Since Liberty Media assumed control of F1 in January 2017, it has introduced a new logo and made a number of senior appointments within its commercial and digital departments as it seeks to rebrand itself following the Bernie Ecclestone era.


The 60-second #EngineeredInsanity film debuted on social media and was designed to highlight the sport’s innovation, endurance and elemental nature, putting fans at the heart of F1 – trust us it’s a corker. The six fans included in the video were then given the chance to tease the film on their personal social channels prior to the official launch, very nice touch.


‘Engineered Insanity’ is F1’s new tagline and the slogan is set to form the backbone of  this multi-platform campaign that began from the first race. The campaign will feature out-of-home advertising, in-airport and in-city posters, hand-painted murals and promotion across digital and social channels. It will then roll out in key F1 grand prix markets such as China, France, Germany and the US as the season progresses. A series of GIFs and interactive Instagram stories will allow fans to experience the campaign on a more personal level.


Yes, F1 is late to the race. And yes, it needs to do more than a snazzy marketing campaign and a piece of content. However, just like the cars themselves, now that F1 has left the grid, there won’t be many that can keep up with them.