The 26th and 27th February marked the start of season seven of the ABB FIA Formula E World Championship and the first ever Formula E night race in Diriyah, Saudi Arabia. As ever, our teams were busy delivering for a number of clients across the race weekend.

In the build up to race day, we released a major content campaign for new client NEOM, the visionary project being built on the Red Sea.

Filmed in NEOM Community in Saudi Arabia and along the spectacular Magna Coast Road, the campaign highlights the bold vision for its new partnership with Mercedes-EQ Formula E team. Involving a huge team effort from our London and Middle East offices, we delivered a suite of assets and a robust distribution plan covering earned, owned and paid media. You can watch the hero film below.


Alongside the content campaign, we also helped deliver experiential activations in NEOM Community and a 70-person guest programme at the Diriyah E-Prix. They were not disappointed, as Mercedes-EQ’s Nyck de Vries got the partnership off to a winning start by taking the checkered flag in Friday’s curtain-raising race.

Formula E

Fellow client Jaguar Racing also hit the ground running for Season 7. They took to the track with long-standing driver Mitch Evans lining up alongside Sam Bird – new to the team this season. With eyes firmly on points and podiums, the double-header weekend did not disappoint for the Oxfordshire based racing team.

In the first of the night races, Jaguar Racing returned to the podium as New Zealander, Mitch Evans secured a third place finish after qualifying sixth. Fast forward 24 hours to the second round of the world championship and the team returned to the podium, but this time on the top spot. Briton, Sam Bird, secured his debut victory for Jaguar Racing after qualifying third in Super Pole and, with that, he retained his streak as the only driver to have won a race in every Formula E season.

We played an instrumental role in capturing video and photography content before, during and after the E-Prix weekend, maximising on track results to make international headlines and creating best-in-class social content. Across the weekend, the team set up interviews with UK national paper The Sun, BBC News and key outlets from markets including Italy, Brazil and Spain on the ground.

Formula E Jaguar

Over 2,800 stories talked about the positive weekend results for Jaguar Racing and the attention didn’t stop there. On the ever active Jaguar Racing social media channels, on the ground coverage of both rounds ensured fans were brought closer to the action throughout the entire weekend of racing. There were more than 200 social posts distributed, racking up over 1.3 million impressions along the way, helping to expand Jaguar Racing’s reach to new audiences. Preview VLOGS, race highlights, live updates, night race themed photography and FanBoost creative posts are just some of the content that was shared by the team. Check it all out on @JaguarRacing.

Jaguar Helmet Glow Paint

Last but not least, our Live team were also on hand to ensure the season-opening race looked spectacular, delivering track signage at the circuit. It was a memorable moment for the team, as it marked seven years with Formula E – a journey that started all the way back in Beijing in 2014. We look forward to many more successful years ahead.