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.