Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 388,988 cutting edge ideas.

Glamorous F1 Experiences

Heineken's More Than a Race Campaign Shows the Magic of the F1 Experience

— August 5, 2017 — Marketing
Last year, British driving legend David Coulthard teamed up with Heineken to show consumers around the world that F1 is so much more than just a race. Now Coulthard is back to shine a new light on all the glitz, glamour, and magic of the F1 experience.

As part of Heineken's ongoing 'More Than A Race' campaign Coulthard appears in three short, hero films that offer a new perspective on the F1 Grand Prix. Instead of focusing on the race itself, Coulthard touches on everything from the cars and tech, to the host cities, and even the athleticism of the skillful drivers who participate in the annual event. The idea is to dispel the misconception that F1 is simply a two-hour race, and to instead reveal the glamour and excitement of a 72 hour spectacle that will see cities transformed by the sport.

Trend Hunter recently talked to Anuraag Trikha, Global Heineken Brand Communication Director, in order to learn more about how Heineken is changing the F1 experience for a new generation of fans.

Why did you decide to tackle some of the misconceptions surrounding the F1 experience?

Our aim with these new films was to show people another side of F1 that is unexpected. There is more to F1 than people think, and as the exclusive Global Beer Partner of F1, we are in the best position to be doing this through our global reach and audience. We are tackling the misconceptions and opening the world of F1 to a new digital platform where our target audience and millennials are watching. It’s new and innovative and highly engaging content, and we hope consumers around the world see F1 in a different light.

Who is the campaign primarily targeted at and why is it so important to open up the world of F1 to new audiences?

Heineken’s brand essence revolves around ‘Open Your World’. To progress you must cross your borders. This philosophy underpins everything we do. Through our F1 sponsorship, we aim to open the world of F1 up to current fans, but also to people around the world who aren’t as familiar with the sport.

We’re leveraging Heineken owned channels and thinking mobile first, which is aligned with our strategy to be mobile first with all platforms starting in 2018.

Why did you choose to create multiple short videos for the campaign instead of one longer piece?

Creating three shorter films allows us to give each major misconception the attention it deserves, and allows the content to be easily digestible. Also, the shorter videos have been adapted and optimised for the best experience on social channels, so consumers can enjoy the content at their fingertips and share their favourites with friends.

What is the main message that you hope viewers will take away from the ads?

We want to show that F1 is not just a two-hour race, but a 72-hour spectacle of glamour and excitement taking place in some of the world’s greatest cities. With so many facets, there is something for everyone to enjoy the sport.

How does the campaign fit into Heineken’s overall role as an F1 Event Title Partner of the Formula 1 Grands Prix?

Our partnership allows Heineken to have significant presence at F1 events around the world, and we want to show reciprocity in value to F1. More Than A Race highlights the lesser known sides of the sport and opens it up to new spectators while engaging current fans. We also work closely in partnership with renowned F1 former drivers David Coulthard and Sir Jackie Stewart, who help us bring our brand campaigns to life!

Interview has been edited for length and clarity.
7.1
Score
Popularity
Activity
Freshness