THE CHALLENGE

Formula 1 is a truly global sport but one that previously had, astonishingly, little marketing investment from it’s parent company. When the rights to the Championship were acquired by Liberty Media they set about relaunching this powerhouse brand.

Oystercatchers were engaged by Formula 1 in 2017 to help them with their brand re-launch and the introduction of their new OTT App, designed to put fans right in the heart of the action. Formula 1 had been working with Wieden + Kennedy and required a media partner to help plan their activity, and a performance and acquisition specialist to help grow their new App product.

WHAT WE DID

We ran a streamlined pitch process, and conducted a top-line assessment of the marketplace, and held chemistry meetings and pitches with key stakeholders at Formula 1 to help appoint and onboard their new agency partners. Oystercatchers also led in financial negotiations and contracts for Formula 1.

The process allowed for us to see what it would be like working with the agencies in a ‘real’ environment and ensured there was a balance between chemistry and technical skill across both sides of the table. The project management of the process was meticulously planned, removing all stress, and further support and guidance given to on-boarding and contract negotiation to ensure marketing performance and a long-term partnership.

ELLIE NORMAN
DIRECTOR OF MARKETING, FORMULA 1

THE IMPACT

We appointed Wavemaker as global media partner, and Brainlabs as performance specialist. The key objective for the new agencies will be to help increase fandom and converting audiences from interested to knowledgeable with high engagement across the globe to ‘Unleash the Greatest Spectacle on Earth’.