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Formula 1 – Engineered Insanity
The challenge
Create Formula 1’s first ever global marketing campaign to mark the launch of the 2018 season.
What we did
Sixty-second film, Engineered Insanity, shines a spotlight on the innovation, endurance and elemental nature of the sport, putting superfans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel. The film was first teased by the fans through their personal social accounts before being launched on March 16 by F1.
The effects
Across the season, we’re proud to have been part of the team to help Formula 1 increase unique viewers by 10%, reaching 490.2m.
The number of users across Formula 1’s social media platforms also grew significantly, with the total number of followers on Facebook, Twitter, Instagram and YouTube reaching 18.5m, an increase of more than 53% YoY, making F1 the fastest growing major sport on social media platforms.
