Formula E

Creating a new $1bn category of sport

Brand Building

Challenger Brands

Strategy

With slower cars that made no noise, Formula E was drawing unfavorable comparisons to Formula One. But it was precisely these qualities that offered a hidden advantage; silent, emission-free cars could race on the streets of the world’s capitals, whereas F1 could not. We framed the space around these strengths, creating a new category of motorsport called City Street Racing.

Challenge

Born in 2012, the first few seasons for Formula E were a struggle. The cars were ugly, slow and battery limitations meant drivers had to switch from one to another halfway through the race. Holding their races on F1 circuits with retired F1 drivers didn’t help either. With track attendance and TV viewership low, the sport was a few races away from bankruptcy. In a sentence, the series was seen as a Diet Coke version of Formula One.

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Strategy

While Formula E’s cars would always be slower, silent, and emission-free, these qualities contained a hidden advantage - if we reframed and shifted the context. On F1 circuits Formula E was uncompetitive. But on the streets of the world’s capital - where F1 could not race, because of the noise and pollution - Formula E could create a new and thrilling category of motorsport. We called it the City Street Racing Series.

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Activation

By reframing electric racing away from environmental themes towards a more urban identity, we could limit unfavorable comparisons to other forms of racing and create a new category of sport.

Changing the game
Based on the new positioning, a policy decision was made to stop all races on F1 circuits and henceforth only race on city streets. New in race innovations like Attack Mode and Fan Boost would take the new motorsport to the urban masses.

Race cars reinvented
Based on the new urban theme, the design language was updated to reflect a far more aggressive posture and stance. Aerodynamics of the car prioritized reduction of dirty air to encourage more wheel-to-wheel racing. The second-generation car was launched in time for the 2019 season.

Everyone wants a piece
The new strategy was used as a key selling tool to secure new city race locations in New York, Rome, Santiago, Sanya, Bern, and Riyadh.

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Visual identity

A new visual identity channelled the urban environment with a unique visual city lexicon and typeface. A refreshed colour palette intended to drive stand out and communicate the power of electricity.

Finally, a new tone of voice toned down the moral worthiness of eco messages adopting a more aggressive urban attitude.