Iris Case Studies Transforming Brand Perception and Engagement for Formula E through IoT

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	Transforming Brand Perception and Engagement for Formula E through IoT Iris

Transforming Brand Perception and Engagement for Formula E through IoT

Iris

Technology Category	Sensors - Autonomous Driving Sensors Sensors - Level Sensors
Applicable Industries	Automotive Cement
Use Cases	Smart Lighting Smart Parking
Challenge	Formula E, an electric car racing sport, was facing a significant challenge in breaking into the mainstream and attracting the attention of sports fans. The sport was at risk of remaining a niche curiosity due to the prevalent misconception that Formula E cars, being electric, were akin to 'toy' cars. This perception was hindering the sport's growth and potential to become a mainstream spectacle. The challenge was to flip this misconception and showcase Formula E as an exciting, visceral racing spectacle, particularly ahead of the Hong Kong E-Prix on Sunday 10th March. Read More
About Customer	The customer in this case is Formula E, a class of auto racing that uses only electric-powered cars. The series was conceived in 2012, and the inaugural championship commenced in Beijing in September 2014. The series is sanctioned by the FIA. Despite its innovative approach to racing and its potential for exciting competition, Formula E was struggling to break into the mainstream and attract a wider audience. The sport was battling the misconception that its electric cars were 'toy' cars, which was affecting its prestige and popularity. Read More
Solution	The solution was the creation of a piece of 'hero' content titled 'Street Level', a tongue-in-cheek response to those who believed Formula E used toy cars. Using scale replicas of the GEN2 car and CAD data of the full-size car, an epic race was created and filmed on a tiny scale. This showcased the Formula E driving style, characterized by tight, hard-fought battles played out on rough and unpredictable city streets. The campaign was rolled out globally across social media platforms such as Facebook, Instagram, and YouTube as part of the race build-up, aiming to engage audiences and change their perception of Formula E. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Sensors - Level Sensors

Applicable Industries

Automotive

Cement

Use Cases

Smart Lighting

Smart Parking

Challenge

Formula E, an electric car racing sport, was facing a significant challenge in breaking into the mainstream and attracting the attention of sports fans. The sport was at risk of remaining a niche curiosity due to the prevalent misconception that Formula E cars, being electric, were akin to 'toy' cars. This perception was hindering the sport's growth and potential to become a mainstream spectacle. The challenge was to flip this misconception and showcase Formula E as an exciting, visceral racing spectacle, particularly ahead of the Hong Kong E-Prix on Sunday 10th March.

About Customer

The customer in this case is Formula E, a class of auto racing that uses only electric-powered cars. The series was conceived in 2012, and the inaugural championship commenced in Beijing in September 2014. The series is sanctioned by the FIA. Despite its innovative approach to racing and its potential for exciting competition, Formula E was struggling to break into the mainstream and attract a wider audience. The sport was battling the misconception that its electric cars were 'toy' cars, which was affecting its prestige and popularity.

Solution

The solution was the creation of a piece of 'hero' content titled 'Street Level', a tongue-in-cheek response to those who believed Formula E used toy cars. Using scale replicas of the GEN2 car and CAD data of the full-size car, an epic race was created and filmed on a tiny scale. This showcased the Formula E driving style, characterized by tight, hard-fought battles played out on rough and unpredictable city streets. The campaign was rolled out globally across social media platforms such as Facebook, Instagram, and YouTube as part of the race build-up, aiming to engage audiences and change their perception of Formula E.

Impact #1	The 'Street Level' campaign was successful in transforming the brand perception of Formula E. By showcasing the sport's unique driving style and the intensity of the races, the campaign was able to challenge and change the misconception that Formula E cars were 'toy' cars. The use of social media platforms for the campaign's rollout ensured a wide reach, engaging audiences globally and building anticipation for the upcoming Hong Kong E-Prix. The campaign's tongue-in-cheek approach also helped to create a positive and engaging brand image for Formula E.

Impact #1

The 'Street Level' campaign was successful in transforming the brand perception of Formula E. By showcasing the sport's unique driving style and the intensity of the races, the campaign was able to challenge and change the misconception that Formula E cars were 'toy' cars. The use of social media platforms for the campaign's rollout ensured a wide reach, engaging audiences globally and building anticipation for the upcoming Hong Kong E-Prix. The campaign's tongue-in-cheek approach also helped to create a positive and engaging brand image for Formula E.

Benefit #1	The campaign achieved 12.5 million views during the first 5 weeks.
Benefit #2	The campaign generated 338,000 engagements during the first 5 weeks.

Benefit #1

The campaign achieved 12.5 million views during the first 5 weeks.

Benefit #2

The campaign generated 338,000 engagements during the first 5 weeks.

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Overview

Transforming Brand Perception and Engagement for Formula E through IoT

Operational Impact

Quantitative Benefit