Formula 1

Marek Borowik, Head of Customer Marketing

Ogilvy & Mather *Lead Agency

Duncan Butt, Technology Consultant
Jackson Russ, Client Director
Jack Grimmer, Technology Consultant
Samuel Hinckley, Creative
Johnny Watters, Group Creative Director
Angus George, Group Creative Director
Chris Lawlor, Creative
Martin Delamere, Deputy Director Content/Associate Director Experience Planning
Will Wittington, Designer
Frank Duck, Data Strategy Director
George Stride, Account Director
Coby Walter, Senior Project Manager
James Roberts, Creative
Ben Evenett, Creative

F1 had over 500m viewers, but no direct fan relationship meant no opportunity to sell F1 products and services. Fans, however, didn’t see themselves as customers. We needed to treat them as a community, not a target audience.  We created F1’s first ever eCRM programme. A fast-paced entertainment channel provoking fans to enjoy the championship like a new drama series. We fuelled fan passions with a season of stories, delivered a significant ROI, with our fans 200% more likely to purchase products, rising to 270% for F1TV Pro.