f1

2020 Brave Awards winner, Formula 1

Putting fans back at the heart of F1

At a glance F1 looks impossibly slick and accomplished, yet at the heart the fans had gone missing.

 
Lewis Hamilton could crowd surf at Silverstone but to the F1 brand these fans were strangers. This is how we rethought CRM, proved the value of a fan-first programme and enabled F1 to get to know its fans again.
 
Objective
Create a valuable direct relationship with fans F1 could claim over 400m global TV viewers, but had no direct relationship with fans. To F1 they were unknowns. There was no ecosystem to engage fans, understand their desires and create better value services. Our brief was to create a new, direct relationship with fans and increase sales of products and services by 50%.
 
Scale of the task
Historically F1 had relationships with broadcasters and circuit promoters but had taken the fans for granted. We had to build the direct channels and then prove that investing in the core audience would meet business goals. Fans are not customers Fans, however, do not see themselves as customers...

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