Nissan UK tasked 72Point PLAY with driving up the excitement to Formula E and engaging with a youth audience in the run up to the London E-Prix on July 29th/30th.
We conducted research via OnePoll which found – while consumers love the concept of Formula E – the excitement is surpassed by traditional Formula 1, partly due to its roaring engines and noisy laps.
The team recruited international DJ and Producer Eats Everything to create the Soundtrack to Formula E. Using sounds from Formula E racetrack, garage and team radios, Eats Everything created a breakbeat track to bring the excitement – and a youth audience – to Formula E.
It was imperative to hit the culture and music press first. The team secured widespread coverage in dance music titles, including DJmag.com and Mixmag, which was followed by a mainstream news story including the research stats. As an additional media build, a limited run of vinyl was pressed for use as media and influencer gifts.
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The partnership has gone global, with coverage in the UK, US and across Europe, and has been successful in bringing a more youth-focussed audience to the brand and Formula E. To date over 100 pieces of coverage have been secured, with media placement ongoing until the London E-Prix.
188
Pieces of coverage
4.1k
Track plays
75.9k
Social views