Aston Martin Cognizant Formula One™ team officially launches fan and partner engagement platform I / AM at British Grand Prix

Devised by Havas CX helia, I / AM is AMCF1's inaugural fan and partner engagement platform. It invites fans to get actively involved in the team, and aims to reflect the world beyond the track to build and engage the most diverse fanbase in the sport.

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Aston Martin Cognizant Formula One™ Team – the return of the iconic Aston Martin name to Grand Prix racing for the first time in more than 60 years – has officially launched its inaugural fan and partner engagement platform at the British Grand Prix at Silverstone. Dubbed I / AM – a play on the historic automotive brand’s initials as well as reflecting the inclusive ambitions of the platform – it aims to further broaden the appeal of Grand Prix racing in order to build and engage a diverse Formula One™ fanbase.

I / AM represents a commitment by AMCF1 to place its fans at the heart of everything it does – consciously reflecting the world beyond the track, progressively driving the team and the sport forwards, and inviting everyone along for the ride. It aims to build a global network of people with a shared passion – acting as a fan-centric, positive platform for collaboration and change.

As part of this commitment, the official I / AMmembership club invites fans to actively get involved in the team. It will give a voice and a platform to all kinds of F1 fans through user-generated stories and behind-the-scenes content, as well as exclusive offers, limited-edition teamwear and once-in-a-lifetime events, competitions and experiences. For AMCF1’s commercial partners, it also acts as a vehicle through which they can activate their partnership stories, tapping into the team’s large, passionate and engaged fanbase.

The I / AM platform will also champion worthy causes with shared passions and values.

The launch of the I / AM platform at AMCF1’s home Grand Prix included a new campaign film encouraging fans to become part of the I / AM community, as well as multiple activations throughout the preceding week. A celebration of modern, UK-made creativity, these comprised a variety of interactive installations, inspiring speaker sessions and unforgettable food, drink and music moments for AMCF1’s partners, fans, VIP guests and creators. Further localised activations are scheduled at other race weekends across the season. 

Havas UK was appointed AMCF1’s inaugural marketing partner earlier this year, and a number of its agencies collaborated on the I / AM launch. These include Havas CX helia, which developed the platform itself, Havas Studios, which produced the campaign film, ekino, which built the website, and Cake, which developed the Silverstone activations.

Havas was also responsible for the March launch of the AMR21, Aston Martin’s first Formula One™ car since 1960. The much-hyped event aimed to shake up the traditional car launch format, with the participation of rapper Santan Dave, American football star Tom Brady and actors Gemma Arterton and Daniel Craig – both of James Bond fame – reflecting its intention to appeal beyond the typical F1 fanbase and into popular culture more generally.

Havas CX helia

Havas CX helia is the London customer engagement agency, of Havas CX, based in London’s King's Cross as part of the Havas Village - combining data, technology, strategy and creativity to deliver meaningful engagement between brands and people, across the entire length of the customer journey. Havas CX is Havas’ international network has 22 agencies in 18 countries dedicated to delivering meaningful experiences across the entire customer journey. Organised under a common structure, governance, methodology and mission, we have more than 1,200 CX specialists globally and combine the power of rich insights, user-centric technology and experience-led design to transform business performance for our clients and partners. At Havas we are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.