The Formula 1 global season has launched. And for the first time in its 69-year sporting history, it launched with a major public event in Melbourne yesterday. The event was produced by Graffiti Experiential ahead of the Formula 1 Rolex Australian Grand Prix 2019, for Formula 1 London, in partnership with the Australian Grand Prix Corporation (AGPC).
Twenty drivers and ten team principals took to the stage in Federation Square for the official kick off and a meet and greet with thousands of die-hard fans who waited all day for this once in a lifetime opportunity.
“Our plan was to involve the drivers in a unique way and at the same time showcase the city of Melbourne in all its glory, so we coordinated all 20 drivers and 10 teams to arrive at Federation Square via an iconic Melbourne Yarra River boat and then we created unique and clever ways for excited fans to engage with their driving idols,” stated Holly O’Connell, client services director, Graffiti Experiential.
A recreation of the famous Melbourne Walk, one of the symbols of the race at the Albert Park circuit, was produced at Federation Square where fans could interact with F1 stars, get signatures, take selfies and provide clear moments for social or content activity. On stage questions for the teams were crowd-sourced via fan channels, and the event culminated in the “ultimate selfie”, creating opportunities for content and further fan engagement. Graffiti’s remit included development and production of the overall event including management of the global broadcast.
The unique experience highlighted Formula 1’s new approach of putting its fans at the fore, bringing fans closer to the sport and unveiling the personalities of Formula 1 drivers for the first time. It achieved outstanding results:
- Trended #1 on Twitter in the Australia #F1Launch2019
- A crowd of 10,000+ people packed Federation Square
- Live broadcast in Australia (Ten & FoxSports) and around the world
“This was such an exciting project for Graffiti; celebrities, glamorous brands and a global audience. The event concept had to reach far beyond just putting the drivers on stage at Federation Square, we needed to create an electric atmosphere that translated to the live broadcast and would satisfy a global fan-base,” O’Connell added.
Alex Lowe, Head of Brand Marketing, Formula 1, commented, “From the outset Graffiti understood Formula 1 is the ultimate sporting and entertainment experience, and have been a great partner on the ground throughout the project. The F1 launch event was the perfect way to drive hype and awareness of the world’s greatest racing spectacle ahead of the Formula 1 Australian Grand Prix 2019, and make sure our fans know they’re the focus for F1.”
Graffiti won the project in a competitive pitch last year.
Artwork creative: Formula 1
Event concept & production: Graffiti Experiential
AV content production: Wieden + Kennedy London
Media: Wavemaker Australia