Building Formula E into a Global Motorsport
As the first marketing hire at Formula E, the challenge was to introduce a completely new sport, brand, and technology to a skeptical audience. Through strategic global marketing, innovative fan engagement, and groundbreaking initiatives like FanBoost and Attack Mode, Formula E grew from a bold concept to the fastest-growing sport on the planet, captivating audiences worldwide.
Launching Formula E to a Global Audience
In 2014, electric vehicles were still a novelty, and convincing audiences to embrace an electric racing championship was no small feat. The task involved working with global marketing agencies, media buyers, and local promoters to develop a comprehensive strategy that introduced Formula E as a thrilling and sustainable sport. The focus was on educating the market, building excitement, and driving both global awareness and local engagement for each event.
Revolutionising Fan Interaction with FanBoost
To enhance fan engagement and differentiate Formula E, the innovative FanBoost mechanism was introduced. Fans could vote for their favorite drivers to receive extra power during the race, directly influencing the outcome in real-time. This initiative was a first in motorsport and played a critical role in boosting engagement, viewership, and social media interaction, helping to establish Formula E as a sport for the digital age.
Driving Innovation & Growth
As the sport evolved, so did the need for fresh innovations to keep fans engaged. Attack Mode was conceived as a way to add strategic depth and excitement to the races. By driving off the racing line to collect extra energy, drivers faced more overtakes and strategic choices, creating a more thrilling viewing experience. This initiative not only won a Cannes Lions Silver Award for digital innovation but also continues to be a core feature of Formula E’s racing format, underscoring the championship’s commitment to innovation.
