Formula 1 team Aston Martin launches fan engagement platform with Havas | Publicity



Aston Martin celebrated its return to Grand Prix for the first time in over 60 years with the launch of a fan and partner engagement platform at the British Grand Prix at Silverstone.

Created by customer engagement agency Havas CX Helia, I / AM aims to reflect the racing world beyond the track and build a global network of people sharing a common passion. It will invite members to get involved with the team and give fans a voice and platform through user-generated stories and behind-the-scenes content, as well as exclusive offers, edition team apparel. limited and unique events. , competitions and experiences.

The launch of the platform includes a campaign film, interactive installations and speaker sessions. Further activations are planned during other race weekends throughout the season.

Havas UK was named AMCF1’s inaugural marketing partner earlier this year, with several of its agencies collaborating on the launch. These included Havas CX Helia, who developed the platform itself, Havas Studios, who produced the campaign film, ekino, who built the website, and Cake, who developed the activations for Silverstone.

Havas was also responsible for the March launch of the AMR21, Aston Martin’s first Formula 1 car since 1960. The event included appearances by rapper Santan Dave, American football star Tom Brady and actors Gemma Arterton and Daniel Craig – both famous from James Bond – reflecting his intention to appeal beyond the typical F1 fan base and popular culture more generally.

Rob Bloom, AMCF1 Marketing Director, said: “Formula 1 is the undisputed pinnacle of motorsport, and we want to engage a growing fan base to make them feel part of our team and of the sport. . With AMCF1, our ambition is to create a truly modern F1 team – using our global platform to engage a new wave of diverse, representative fans who reflect the values ​​of the changing world we live in. I / AM embodies this philosophy and we are delighted to partner with Havas for its creation and activation. Together we want to leave a positive mark – not just on the track, but in the world at large. “

Stuart Peddie, Executive Creative Director of Havas CX helia, added: “By working hand in hand with AMCF1, we want to bring a great brand marketing approach to the Formula 1 paddock. And with a decade of experience in F1 to our credit, we immediately recognized the uniqueness and potential of AMCF1’s fan engagement proposition. We are excited to help bring it to life, bringing new voices and perspectives to sport.


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