How Formula 1’s rebrand saved the sport from veering off course

Formula 1 has some interesting quirks. An F1 car reaches around 130 decibels, which is comparable to the noise level of a military jet taking off. The cockpit of cars can get to 100-140 degrees Fahrenheit (38-60 degrees celsius). And until 2017, drivers were not allowed to engage with fans on social media. 

That social media rule changed when F1 ownership changed hands from CVC Capital Partners to Liberty Media. And that wasn’t the only thing that got shaken up with this acquisition. 

This week, Case Studies examines how Formula 1 rebranded and saved the sport from an ominous downturn. 

The Brief:

Formula 1 has been around since 1950. But from 2010 to 2017, it saw a decline in viewership year over year. During that 7-year time span, it went from 527 million worldwide viewers to 352.3 million. 

CVC Capital Partners bought the majority shares of the Formula One Group between 2005 and 2006. Then in 2012, it reduced its share ownership by almost half and in 2016, Liberty Media acquired the Formula One Group for $8 billion, with an equity value of $4.4 billion. 

Chase Carey was appointed as Chief Executive Officer and Chairman of F1, while the sport’s former CEO, Bernie Ecclestone, was appointed Chairman Emeritus. 

“F1 has huge potential with multiple untapped opportunities. I have enjoyed hearing from the fans, teams, FIA, promoters, and sponsors on their ideas and hopes for the sport,” said Carey after the acquisition. “We will work with all these partners to enhance the racing experience and add new dimensions to the sport.” 

It’s safe to say Carey stayed true to this initial statement. With him at the helm, Liberty Media (also owners of the Atlanta Braves) is credited with bringing the sport into the modern world with a full rebrand.

The Execution:

Wieden + Kennedy, the same agency featured in our Old Spice case study, were brought in to help Formula 1 usher in a new era. The process started with an in-depth global brand health study, conducted with the research agency Flamingo. 

The goal was to understand where F1 was at that moment, how fans felt, key aspects of the brand, and the elements that needed change. This study was the springboard for the strategic direction of the rebrand, providing the foundation for the sport’s new marketing and branding.

Formula One’s makeover included a new visual identity—logos, typography, brand behaviors. The new logo was revealed in a live, end-of-season showcase at the end of the Etihad Abu Dhabi Grand Prix. 

Then when it came time for the season opener, F1 revealed a new tagline, “Engineered Insanity,” plus a hero film by the same name. The 60 second film featured real F1 fans experiencing a simulated version of what the drivers feel during a race, plus footage of the races themselves. 

Wieden + Kennedy calls the film the backbone of the rebrand campaign. It kicked off in Melbourne, Australia with out-of-home advertising. There were posters and hand-painted murals in cities and airports, plus extensive social and digital promotion. 

As the F1 season unfolded, the campaign rolled out in key Grand Prix destinations including China, France, Germany, and the U.S. 

On top of all that, the Netflix series Drive to Survive premiered in 2019, pulling back the curtain on the drivers, managers, and team owners of F1. This and all the other marketing for the sport aimed for the same target: building an emotional connection with Formula 1. 

The Results:

Within five days, the new F1 logo reveal alone was covered by over 1,500 media outlets around the world, including BBC, Fast Company, Complex, and ESPN. It generated over 35,000 tweets. 

The season after Liberty Media took over and spearheaded the rebrand, Formula 1 saw its first increase in viewership in seven years. It went from 352.3 million viewers to 490.2 million in 2018, a +10% increase. Its TV cumulative audience in the top 20 markets increased by 3% from 2017 to 2018, reaching 1.758 billion. 

But the sport didn’t just grow on TV. Formula 1’s social media were dubbed the fastest growing channels of all major sports leagues. In general, the brand is clearly more visible of late, from hot laps with celebrities to new, very expensive movies. 

At the heart of this rebrand is emotional connection with fans. The social media channels brought the fans closer to the teams and drivers, made them more relatable, and increased overall engagement. It’s informative, professional, but also shows the fun side of the sport. The Mercedes F1 team in particular has a great social strategy, which helped propel it to the most followed team in the sport. 

As Formula 1’s brand shifted, so did its fan base. A survey commissioned by Motorsport Network found the average age of F1 fans is 32, four years younger than the previous study from 2017. 

The Takeaways:

While it’s unlikely your brand is dealing with new ownership and a stale brand, the F1 campaign presents a number of interesting lessons for brands of all sizes. Here are a few favorites:

1. Embrace a changing marketing environment

If F1’s social media fan interaction ban was indicative of anything, it is an inability to embrace change and stay ahead of the times. While marketing trends come and go frequently, there were over 2.8 billion people using social media in 2017.

In hindsight, the decision to hold back their stars from interacting with fans on social was a poor one, which brings us to our next takeaway…

2. Put your stars at the core of your brand

While most companies are likely short on mega celebrities on their roster, B2B social media channels such as LinkedIn and Twitter have enabled companies to own their professional narratives and let their A-players share incredible content, with “building in public” becoming a growing trend.

Whether your brand is consumer or business facing, identifying great storytellers and advocates for your brand, amongst your ranks is a terrific way to build content, especially when operating with smaller budgets, and allowing your team members to be seen as well.

3. Tell your unique story

The F1 rebrand is a perfect example of a team leaning into what makes their story compelling. With plenty of options for racing and sports fans to consume, F1 needed to lean into what makes them unique.

The concept of Engineered Insanity works because few others can lay claim to such a rally cry, one that excites you instantly and makes F1 a must watch.