The race to the future

As Formula E returned after a disrupted Season 6, NEOM wanted to re-introduce their partnership with Mercedes-EQ Formula E Team and own the conversation ahead of the first race of Season 8 in Diriyah.

Mercedes Formula E Car

What we did

Starting in December 2020, we launched a seven-week, multi-channel communications campaign to ensure NEOM’s partnership messages reached key audiences and stakeholder groups ahead of the race weekend.

Involving the full account team split between our London and Dubai offices, we targeted both regional and international audiences through owned, paid and earned communications channels.

Through our content and messaging we explored the foundations of the partnership and outlined the value created by Mercedes-EQ Formula E Team in helping NEOM realize its long-term vision of creating a blueprint for the future of human living.


Views of partnership film


Pieces of earned media coverage


Online readership of press coverage

The results

The integrated communications and experiential campaign culminated in hosting 70 key regional stakeholders at the Diriyah E-Prix – the climax of seven weeks of constant media coverage and social conversation, building up to the race weekend.

The hero partnership film four days prior to the race ensured the partnership was top of minds ahead of the new season. The campaign reached millions of the target audience, leading to significant exposure and awareness of the partnership.

It’s been a pleasure working alongside CSM as we continue to showcase the fantastic work NEOM is delivering across the Sport Sector. CSM’s knowledge and expertise in Formula E has been invaluable in maximising our deliverables around our partnerships with the Mercedes-EQ Formula E Team, helping to tell the NEOM story.

Neal Coupland
Sports Partnerships Director