#2 An idea a month for the rest of the year
How brands can be part of the F1 noise for way less than £1M
I hope you enjoy this series of concepts, ideations, and creative winks. x1 a month, let’s go!
VOLUME 2 📂
Insights
A) Viewership - Formula 1 is occupying large shares of global attention. Just between 2021 and 2024 the global interest in this series rose by 5.7%, making Formula 1 the fastest-growing yearly competition internationally.
B) Fandoms - With the likes of Drive to Survive thrusting the drivers into the spotlight and has created pockets of fandoms we’ve never seen for the sport before. The show created a fragmented wave of support, from podcast hosts chewing the fat over team beef, to TikTok stan accounts ranking driver’s auras, to YouTube videos breaking down predictions for the year ahead.
C) Cash money - It has been announced that LVMH have scored a decade-long, nine figure deal with F1, taking over from Rolex. It’s not just the luxury French house in the picture, we will see Mattel, Lego, and Nestle write cheques for a front row paddock seat this year. This will create even more touch points for the F1 world, e.g. it’s 3pm at work > you fancy a KitKat > you spot on pack F1 branding > more inclined to pay attention to the race that weekend, or mention it to colleagues, or just know there is an association between F1 and KitKat.
Cash poor, ambition rich
🟢 What if you’re a brand which doesn’t have the money to compete with decade long deals? In a world where fiscal superiority makes headlines, doubling down on other ‘routes in’ will always be seen as smarter.
🟢 What do they need to do: brands need to identify their permission into the conversation. You don’t need to be a car brand, a helmet brand, or a luxury watch brand to be a part of the F1 conversation. What if you were a beauty brand? Or a haircare brand, let’s take Ouai and see how we can engineer their association with the sport in natural way.
Concept
Introducing… ✨ The Drive Ouai ✨. A rare experience to scream your ass off and look good whilst doing it.
Ouai, founded by Jet Atkin, is know for its accessible luxury and reliable product positioning. The brand would create an engaging social experience that allows participants to get their hair styled using Ouai products, followed by a high-speed ride in a sports car similar to an F1 experience.
After the ride, participants would assess the strength, volume, and lasting power of their hairstyle, testing how well it holds up under extreme conditions. The experience would celebrate the power and durability of Ouai’s products, showcasing how they can keep up with the fastest, most exciting moments in life, all while offering a fun and memorable interaction with the brand.
This concept would be brought to life via a campaign featuring influencers and Ouai customers who share their before-and-after transformations online as well as on brand owned channels.
Imagine the most Pinterest worthy campaign assets of stylists at work, consumers getting excited, and cars lined up for a fast and furious ride. The teaser content would be random images of individuals battling off serious winds and extreme weather, slowly revealing the activation as a solution to stopping those moments, and with just one visit to The Drive Ouai, it will allow YOU to control your hair and not the other way around.
This type of brand building creates a firm association between a new growing fanbase of F1 supporters (largely female) and an unexpected category of hair and wellness. I could so see this executed throughout the circuit season this year. I would bet my new bookshelf on it!
