The Aston Martin Cognizant Formula 1 Team (AMCF1) unveiled its first fan and partner engagement platform at the British Grand Prix in Silverstone.
Under the name I / AM – a game with the initials of the historic automobile brand and at the same time an expression of the company’s “inclusive ambitions” – the platform aims to further increase the attractiveness of Grand Prix racing in order to create a “diverse formula 1 fan base ‘build and win’.
I / AM was developed by the customer loyalty agency Havas CX helia and represents AMCF1’s commitment to “putting its fans at the center of their actions”. The team says the platform aims to reflect the world beyond the track and gradually advance the team and the sport. It will also try to build a global network of people with a common passion – as a fan-centric, positive platform for collaboration and change.
The official I / AM member club invites fans to get actively involved in the team and to give them a voice and a platform for other F1 fans through user-generated stories and content behind the scenes, exclusive offers and limited teamwear and one-off events, competitions and experiences.
The team also says the platform will act as a vehicle through which its trading partners can activate their partnership stories and develop the fan base.
Marketing and communications company Havas UK – which was named AMCF1’s first marketing partner earlier this year – and a number of its agencies collaborated on the launch of I / AM – with Havas CX helia developing the platform itself; Havas Studios produced the campaign film; ekino builds the website; and Cake develops the Silverstone activations.
“Formula 1 is the undisputed pinnacle of motorsport, and we want a growing fan base to feel part of our team and the sport,” said Rob Bloom, chief marketing officer, Aston Martin Cognizant Formula 1 team.
“Our goal is to create a truly modern F1 team with AMCF1 – by using our global platform to attract a diverse, representative, new wave of fans who embrace the values of the changing world we live in, reflect. I / AM embodies this ethos and we are excited to be working with Havas in creating and activating it. Together we want to send a positive message – not just on the track, but in the world. “
Stuart Peddie, Executive Creative Director, Havas CX helia, added: “Hand in hand with AMCF1, we want to bring a great brand marketing approach to the Formula 1 paddock.
“And with a decade of experience in Formula 1, we immediately recognized the uniqueness and potential of AMCF1’s fan engagement offer. We are very excited to help bring it to life and bring new voices and perspectives into the sport. “
The launch of the I / AM platform at AMCF1’s Home Grand Prix included a new campaign film encouraging fans to become part of the I / AM community, as well as several activations in the previous week.
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