Formula E Unveils New Global Marketing Campaign

The new all-electric FIA Formula E Championship have unveiled its new global marketing campaign entitled Drive the Future with the inaugural series set to begin in Beijing on September 13 2014.

Developed in conjunction with creative agency Dare, the new campaign launches Formula E as a unique and innovative new sports entertainment brand that will transform cities around the world as the season progresses.

It will be played on consumer broadcast networks around the globe including FOX Sports, and business audience networks including CNN and CNBC. It will also feature heavily on China’s Sina and Weibo platforms.

In addition, the Drive the Future campaign will incorporate a unique 600 sq m animated poster on the side of the seven star Pangu Plaza Hotel in Beijing, overlooking the streets surrounding the Olympic ‘Bird’s Nest’ Stadium where the 20 Formula E drivers will compete in one month’s time.

An extensive Out-Of-Home campaign will also feature across bus stops, buses and the subway throughout the Chinese capital with billboard promotions at Beijing International Airport via leading outdoor advertising company JCDecaux.

Charles Davies, Head of Marketing, said: “With one month to go before our first race, we’re very excited to be unveiling our new Drive the Future campaign for the FIA Formula E Championship. We believe Formula E has all the ingredients to appeal to a new, younger generation of motorsport fans who want to enjoy close, city-centre racing combined with the latest music and entertainment.”

The first of 10 races takes place in Beijing with the season finale taking place in London on June 27 2015.