Conceptualising a joint campaign between TNT Sports and Formula E that would target existing UK viewers of the sport who have not yet subscribed to watch the sport behind the paywall. The campaign will emphasise the excitement of watching the race unfold live, and the anticipation of not knowing what events will occur.
A multi-layered approach: utilising both online advertising and in-person touchpoints to reach the audience.
Formula E is an international motorsport championship featuring electric cars, promoting sustainability and innovation in electric vehicle technology. The streaming rights for the series in the UK, were recently were sold to TNT Sports, moving Formula E behind a paywall.
This shift means UK viewers, who previously watched for free on Channel 4, will now need to pay for live access, or wait for the highlights to be later released on the Formula E channels. Many viewers are still reluctant to commit to this subscription to watch the races, opting to watch the highlights instead.
The physical side of the campaign would launch during the Formula E London E-Prix period, at the ExCeL London.
Due to the event’s popularity and high attendance, it would be an opportune time to target viewers. Many fans, who may be reluctant to commit to monthly payments, would be in attendance at the race with pre-purchased tickets or, due to the relative affordability of the motorsport event, to get their fix of Formula E.
Advertising would be strategically placed upon entrance to the ExCeL and throughout fan areas inside the venue, encouraging viewers to continue the 'electric' feeling of excitement and thrill of the weekend, by continuing the watch the sport live on TNT Sports.
