Page 83 - Bespoke Issue

Ferrari is hard to quantify as their DNA has been the cornerstone of Formula One from the start, “Ferrari is Formula One, Formula One is Ferrari” and racing is in their blood since the very rst Ferrari was born, long before the current Formula One was rst formed in 1950. Teams have come and gone, and come back again but the Scuderia has been here all the way and in some peoples minds they view F1 and Ferrari as one.
So the main problem is the more money the top teams can spend on engine development the wider the competitive gap becomes and the lesser the actual racing spectacle. If it continues that the other teams keep getting out developed by the fact they haven’t got access to the bank roll that Ferrari and Mercedes have, and iconic brands that go racing such as Martini Williams or Suaber can’t bring back past memories of true competitiveness and succeed again in racing against the big boys and winning, where does that leave us.? If two teams can develop through sheer spending power and out gun all competition where is the sport in that? 2021 will be a big test of diplomacy and commitment not to mention some fancy footwork to keep all on board and the sport competitive and appealing to a global audience, which has already suffered a down turn in the last few years.
Formula one has started its 2018 marketing campaign. They say they are changing the perception of the sport and want to show that they
are fan based and to that effect launched a ‘Hero’ lm featuring six of Formula One’s biggest fans – ‘Engineered Insanity’ is a sixty second lm released on Formula One’s special channels says it’s “shining a light on the innovation, endurance and elemental nature of the sport, putting super fans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel.”
Engineered Insanity is the new tag line and is the backbone behind a multi platform campaign, featuring outdoor poster advertising, in airports and in-city advertising posters alongside extended social and digital channels. The idea is to then roll this out to other key Grand Prix destinations. According to F1, the lms stars were chosen for their love of the sport but also represent the diversity of the F1 fan. “The six fans were subjected to heat, wind and rain in a specially constructed wind tunnel, experiencing rst hand the heart stopping drama of the race.” This lm will be re-cut to document how the real action unfolds and will be released after each GP. Ellie Norman (director of marketing F1) said; “ We want to create a perceptible shift on how people perceive Formula One. This campaign switches the focus away from our own echo chamber, instead spotlighting why our fans love this sport”. F1’s rst ever global marketing campaign; Lets watch how it unfolds over the season and the idea they will be able to bring fans even closer to the action and the sport as a whole.
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