Aston Martin F1 launches fan engagement platform

19 Jul 2021

By: Sport Industry Group

Aston Martin Cognizant Formula 1 Team (AMCF1) launched its inaugural fan and partner engagement platform at the British Grand Prix at Silverstone. 

Dubbed I / AM – a play on the historic automotive brand’s initials as well as reflecting the ‘inclusive ambitions’ of the venture – the platform aims to further broaden the appeal of Grand Prix racing in order to build and engage a ‘diverse Formula 1  fanbase’.

Devised by customer engagement agency Havas CX helia, I / AM represents a commitment by AMCF1 to ‘place its fans at the heart of everything it does’. The team says the platform aims to reflect the world beyond the track, and progressively drive the team and the sport forwards. It will also seek to build a global network of people with a shared passion – acting as a fan-centric, positive platform for collaboration and change. 

The official I / AM membership club invites fans to actively get involved in the team, aiming to give them a voice and a platform to other F1 fans through user-generated stories and behind-the-scenes content, exclusive offers, limited-edition teamwear and ‘once-in-a-lifetime’ events, competitions and experiences. 

The team also says the platform will act as a vehicle through which its commercial partners can activate their partnership stories and tap into the fanbase.

Marketing and communications company Havas UK - which was appointed AMCF1’s inaugural marketing partner earlier in the year - and a number of its agencies collaborated on the I / AM launch - with Havas CX helia developing the platform itself; Havas Studios producing the campaign film; ekino building the website; and Cake developing the Silverstone activations. 

“Formula 1 is the undisputed pinnacle of motorsport, and we want to engage a growing fanbase to feel part of our team and the sport,” said Rob Bloom, Chief Marketing Officer, Aston Martin Cognizant Formula 1 Team.

“With AMCF1, our ambition is to create a truly modern F1 team – using our global platform to engage a diverse, representative, new wave of fans who reflect the values of the changing world in which we live. I / AM embodies that ethos, and we’re delighted to partner with Havas on its creation and activation. Together, we want to make a positive mark – not just on the track, but in the wider world.”

Stuart Peddie, Executive Creative Director, Havas CX helia, added: “Working hand in hand with AMCF1, we want to bring a big-brand marketing approach into the Formula 1 paddock. 

“And with a decade of F1 experience under our belt, we immediately recognised the uniqueness and potential of AMCF1’s fan engagement proposition. We’re so excited to help bring it to life, bringing new voices and perspectives into the sport as we do so.”

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 multiple activations throughout the preceding week.