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Formula E Looks at Marketing Themselves as Change. Accelerated.
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Source: Pinterest
In April, Formula E officially released its new brand/marketing campaign moving forward in the world of professional racing. Similar to Formula 1, Formula E is a championship season where teams of electric vehicles race in the major cities across the world competing for the world championship.
The ad campaign pushes the message “Change. Accelerated” positioning the brand on its focus on eco-friendly sport. Formula E cars are fully electric, eliminating the pollution from the hundreds of normal Formula 1,2, and 3 events that occur yearly across the world.
From the article: Pushing for a safer and healthier planet. "Change. Accelerated." aims to capture the sport's ability to excite next-generation sports fans by combining exciting on-track action with its role as a catalyst for positive change around the world. The new brand work also marks Formula E's first season as an official FIA World Championship.
Henry Chilcott, chief brand officer, Formula E, said: "Change. Accelerated. is a message that pushes us both to embrace change and to accelerate towards it. Everything Formula E does aims to showcase how we are leading the way in the sport, on and off the track. We're so excited to share this film created with Uncommon, which captures our ambition, spirit, and the thrilling nature of electric street racing perfectly.”
Interesting to see is the partnership with social influencers such as England sports presenter and former Love Island contestant Josh Denzel, and long-standing YouTube gamer and entertainer Joe Weller. In the past, formula E has partnered with YouTube personalities Josh Bradley (Zerkaa) and Simon Minter (Miniminter), both Fifa influencers/streamers and members of the largest social influencer group, the Sidemen (10 million+ subs).
From our perspective, the combination of social media partnerships and the introduction and rise in popularity of eco-friendly sports creates an important yet interesting discussion for the future of not only motorsports but sports in general, and their impacts on the planet. Also, interesting to discuss their involvement in gaming, with many virtual races across the world, gaming setups at races, and mobile/console formula e racing games.
Published: July 23rd, 2021 - Issue 1 of The Sport Marketeer