Transforming Perceptions of Electric Racing: The Marrakesh ePrix Case Study
Applicable Industries
- Cities & Municipalities
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Formula E, a global strategic and creative account holder. Formula E is a class of auto racing that uses only electric-powered cars. The series was conceived in 2012, and the inaugural championship started in Beijing in September 2014. The series is sanctioned by the FIA. Formula E is intended to be the highest class of competition for one-make, single-seater, electrically powered racing cars. The series is directed at promoting interest and investment in electric vehicles and sustainable motoring.
The Challenge
Formula E, a global strategic and creative account holder, was faced with the challenge of transforming the perception of electric racing. The goal was to provoke sports fans to tune in and demonstrate how Formula E is reinventing racing. The challenge was not only to change the perception but also to attract a significant audience to the sport. The campaign was to be launched with a high-energy TV commercial on Channel 5, with the aim of reflecting the electrifying power and energy the Formula E race would bring to the city of Marrakesh. The campaign was to be the first in a series of creatives tailored per race location, with a total of 14 races taking place across 11 cities.
The Solution
The solution was to launch an integrated campaign that spanned TV, social, outdoor, and digital channels. The campaign kicked off with a high-energy TV commercial on Channel 5, which aimed to speed the audience around the streets of Marrakesh, reflecting the electrifying power and energy the Formula E race would bring to the city. This was the first in a series of creatives tailored per race location, with a total of 14 races taking place across 11 cities. The TV spot was supported by a fully integrated campaign that ran throughout the UK and Germany. The campaign utilized digital platforms and services, sports marketing, and advertising specialisms to reach a wide audience and transform the perception of electric racing.
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