In November 2016, we were proud to be appointed as Formula E’s Global PR agency and took on the exciting challenge of delivering a long-term communications strategy to build awareness of the ABB FIA Formula E Championship, through consistent news, sport and lifestyle media coverage.
12 months and 12 races later, our Formula E account team are now preparing for the upcoming campaign, having activated across five continents and at every E-Prix in Season 4, with support from our offices across the world.
As Senior Communications Director Paul Garbett explains, the past season was “the biggest in Formula E’s history” with unprecedented growth in mainstream media coverage, television viewers and social followers.
He said: “Since being appointed by Formula E, we’ve had the pleasure of working with a forward-thinking client to deliver a long-term strategy focussed on getting the ABB FIA Formula E Championship seen, known and loved.
“Our three-stage plan is to dramatically increase Formula E’s presence in mainstream media through eye-catching stories, before further educating our target audience about the sport, teams and drivers with the objective of converting them as advocates.
“Last season we’ve helped create mass awareness across multiple content strands. From releasing stunts like the ‘Cheetah vs. Formula E car’ hero film to working on educational stories about Formula E in tabloid media and in-depth technology features with the likes of Forbes.”
Renato Bisignani, Director of Communications for Formula E, added: “What has been most pleasing is to see the strategy progress throughout the course of the season - seeing the hard work on focussed objectives translate into headlines and increased readership across target titles.
“Although, that doesn’t mean we stop pushing to gain mass awareness or avoid educating a new fan base. The three-stop strategy is a constant undercurrent of our ongoing communications strategy and next season we’ll continue to draw new eyeballs to the sport, as well as working closely with engaged journalists and existing audiences.”
Season 5 of Formula E should see even more headlines, with the sport’s ground-breaking Gen2 car taking to the track in December and new race venues in the Middle East, China and Europe.
Across Season 4, we helped generate over 5,000 pieces of coverage in mainstream media outlets and over 13 million views of the ‘Cheetah vs. Formula E car’ film through earned online media channels. 97% of that media coverage carried a positive sentiment about Formula E and 46% of all media coverage delivered a key campaign message. This represents a fantastic start to the partnership, with successful results to build on as Formula E enters a bold new era with new technology, races and manufacturers in Season 5.