Transforming Brand Perception and Engagement for Formula E through IoT
Technology Category
- Sensors - Autonomous Driving Sensors
- Sensors - Level Sensors
Applicable Industries
- Automotive
- Cement
Use Cases
- Smart Lighting
- Smart Parking
About The Customer
The customer in this case is Formula E, a class of auto racing that uses only electric-powered cars. The series was conceived in 2012, and the inaugural championship commenced in Beijing in September 2014. The series is sanctioned by the FIA. Despite its innovative approach to racing and its potential for exciting competition, Formula E was struggling to break into the mainstream and attract a wider audience. The sport was battling the misconception that its electric cars were 'toy' cars, which was affecting its prestige and popularity.
The Challenge
Formula E, an electric car racing sport, was facing a significant challenge in breaking into the mainstream and attracting the attention of sports fans. The sport was at risk of remaining a niche curiosity due to the prevalent misconception that Formula E cars, being electric, were akin to 'toy' cars. This perception was hindering the sport's growth and potential to become a mainstream spectacle. The challenge was to flip this misconception and showcase Formula E as an exciting, visceral racing spectacle, particularly ahead of the Hong Kong E-Prix on Sunday 10th March.
The Solution
The solution was the creation of a piece of 'hero' content titled 'Street Level', a tongue-in-cheek response to those who believed Formula E used toy cars. Using scale replicas of the GEN2 car and CAD data of the full-size car, an epic race was created and filmed on a tiny scale. This showcased the Formula E driving style, characterized by tight, hard-fought battles played out on rough and unpredictable city streets. The campaign was rolled out globally across social media platforms such as Facebook, Instagram, and YouTube as part of the race build-up, aiming to engage audiences and change their perception of Formula E.
Operational Impact
Quantitative Benefit
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