Overview: create an engaging entertainment platform to sit alongside existing Formula 1 races that attracts new and younger audiences.
Idea: take the world’s most glamorous sport, fuse with the biggest music stars to create an unmissable entertainment experience – a taste of both the glamour of the paddock and the backstage pass. Create an enduring, innovative brand extension that functions seamlessly across live events, broadcast and digital. Produce a world class launch event and campaign that generates global headlines.
Results: hugely successful launch phase featuring Beyoncé, Black Eyed Peas, No Doubt, ZZ Top, Simple Minds and a plethora of major Asian artists. Broadcast reach of 30 million in 172 countries with a combined value to brand partners of over US$40 million; PR value of US$14.5 million; over 1 million YouTube views. Integrated marketing partnerships with LG, Red Bull, Johnnie Walker and Singapore Tourism Board.