We captured attention on the ground and in the air during the Formula E Season 7 launch in Diriyah

PROJECT

At Home+ Race Experience

CHALLENGE

With no fans allowed onsite, we were tasked with helping SAUDIA Airlines drive greater awareness of their Formula E partnership, in person and online.

SOLUTION

We created an ‘At Home+’ race viewing experience, delivered through a mixture of physical rewards and a Formula E themed social media takeover on SAUDIA’s channels.

Across Jeddah and Riyadh, 1000 selected fans, valued employees, loyal customers and even two passenger flights were surprised and delighted with a shareable ‘watch at home’ gift box, which included local snacks, refreshments and SAUDIA and Formula E goodies designed to both enhance the race viewing experience and educate fans about the Formula E Championship.

To engage the young, digitally connected audience, it was important for us to make sure the partnership resonated online. Racing-themed photo filters, an exclusive social media Q&A with Porsche FE driver André Lotterer, and behind-the-scenes reporting from trackside all came together to connect fans, the brand and racing under the #AccelerateToTheFuture hashtag.

The Formula E takeover online resulted in 5 million impressions and over 100,000 engagements across Instagram, Snapchat and Twitter, successfully raising awareness of this key global partnership. In addition, SAUDIA’s Twitter content was recognised by Formula E as some of highest performing partner content in their official media report.

SAUDIA decided to bring Formula E to the people – for those who wanted to be part of the action, taking in the intense driving spectacle and iconic night races from the comfort of their homes.

SAUDIA was pleased to partner with TRO in this unique initiative where the core aim was to make the races as accessible as possible; especially as the ABB FIA FORMULA E World Championship opener kicked off in Diriyah, Saudi Arabia.

Mr. Khalid Tash

VP Corporate Communications at SAUDIA

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