Australian Grand Prix Corporation launches new ‘F.1 for Real’ integrated campaign via Ensemble
The Australian Grand Prix Corporation and agency Ensemble this week are launching an integrated campaign aimed at igniting the sensory experience of live Formula 1 racing, targeting motorsport fans and the wider interest of event goers across Australia.
The Australian Grand Prix Corporation (AGPC) hosts one of Australia’s largest international events and each year the F1 seeks to attract new as well as loyal fans to the event. The new campaign is called ‘F1. for Real’.
Says Harry Preston, managing partner, Ensemble: “Rather than delivering the same communications featuring drivers on the track as in recent years, our ‘F1. For Real’ campaign focuses on what the event offers the fan. It’s a tactile and sensory 
experience highlighting the noise, the smell, the vibrations and even the chance to take selfies with their heroes. The ultimate aim is to inspire people to swap their TV remote at home for a ticket to the live event.”
Says Andrew Westacott, CEO, Australian Grand Prix Corporation: “You have to understand the emerging needs and trends of your fans, which is why we are continuously looking at ways to innovate and improve the event experience. This year we’re focusing on creating more unique social atmospheres and offering fans a variety of on-and-off track entertainment that has never been seen before at the Australian Grand Prix. We are aggressively shifting the paradigm of fan experience.”
The new platform broadens the appeal of F1 and targets a wider base of attendees with potential for growth including social event goers, families and corporates. The ‘F1. For Real’ communications include a TVC, outdoor, print, radio, digital display, new corporate hospitality content and brochure design. As a part of the brand refresh the grandprix.com.au website has also been rebuilt and designed by digital partner VI.
Says Westacott: “This new campaign will deliver an instant taste of the atmosphere, glamour and excitement of the Formula 1 Australian Grand Prix.”
10 Comments
I’m a massive F1 fan, never miss the race. This sadly doesn’t grab me, at all. For a start, it ain’t surround sound any more, with the new engines, it’s more like shitty tin can PC speaker sound.
If you can’t make a great ad about F1 what can you make a great ad for? Average.
No doubt restricted by the use of footage already in the can and trying to create an exciting sizzle reel of sorts …
Having worked on projects like this in the past, where the biggest investment is time to find the shots and “feel” you’re after, this seems as though that investment either hasn’t been made – and/or it was created by committee.
Unfortunate for a potentially exciting creative opportunity.
Reading the PR release had me intrigued, keen to see and hear more.
The spot left me disinterested, falling way short of what was promised.
If you’re selling the sizzle, better make sure it is sizzling.
I’d agree if I hadn’t also watched what the previous agency did with their second crack at it: https://youtu.be/itVxgq-TCOk
Mediocre at best.
I love F1 but this does not excite me.
Plus they misspelt Fo’Real yo!
Every couple of years, the Grand Prix Corporation asks some of the best agencies in Australia to pitch for their account. And all of them abide, presenting all sorts of interesting creative stuff. How they end up with this shit is beyond comprehension.
Ponder for a moment the distinction between bollocks and balls.
One, synonymous with rubbish.
The other, with courage.
Ironically, when a marketer or organization lacks courage, they get bollocks.
I love this event in Melbourne…but this made it all seem a bit dull.
“Tactile, sensory experience”. Not even close.
Please don’t waste my taxes on mediocre marketing.
Well who would have thought of marketing petrol, but doing it so well. Making a F1 commercial that grabs you, well I would think would be a walk in the park. The footage is done, it just needs the a bloke with passion. You have my number!
https://www.youtube.com/watch?v=yKO_C1mEO9M
having worked with this poisoned chalice in past several times, i can only empathise. every year the client demands a montage of stock footage with a montage print campaign. they have no money, imagination or foresight. dreadful client.