Heineken® and Heineken® 0.0% have been the official global beer partners of Formula 1 since 2016. Their role as a sponsor is to introduce the world of Formula 1 to millions of people around the globe.

There is no better way to champion this role than by celebrating special sporting milestones, like this year's - 70th Anniversary Grand Prix at Silverstone.

This year, however, everything was different. The global pandemic of Covid-19 struck, making large gatherings of people and attending live sporting events impossible. In line with government guidelines all Grand Prix races for the 2020 season had to happen behind closed doors, with no fans in attendance, massively impacting their enjoyment of the sport.

It was devastating for UK fans…especially when the event was being held in their own country!

It was also disappointing for Heineken® who'd planned to engage fans in a spectacular celebration of the Grand Prix’s 70th Anniversary.

They asked us to: reach F1 fans with an uplifting story showcasing those of us who've been through tough times due to the COVID-19 pandemic.

The Problem

How can Heineken® step into the space left by Covid-19 and still give their fans who need it the most an extraordinary experience worthy of celebrating this sporting milestone, whilst carefully observing the safety regulations and procedures?

The Idea

Develop an F1 drive-in immersive event for NHS worker F1 fans to celebrate the Formula 1 70th Anniversary Grand Prix, giving those who needed it most a full-throttle experience to remember.

STRATEGY & EXECUTION

Over the course of just two weeks, Edelman co-ordinated the attendance of NHS front line workers and media to deliver a special screening to celebrate the 70th Anniversary of Formula 1. 

We Invited NHS guests from a local hospital giving them the once-in-a-lifetime chance to attend an exclusive Heineken F1 Immersive event as a thank-you for all their hard work in such a difficult time.

We also made sure that the drive-in screening concept aligned with Heineken® 0.0's 'Socialise Responsibly' campaign platform, which focuses on the importance of creating one-of-a-kind experiences with social distancing in mind. 

The activation aimed to be a fully immersive event for guests to give them a slice of the F1 action.

The experience started with a high-speed car check in entrance by the 'pit stop team' that prepared the vehicle for the experience! Attendees were then guided into their allocated car viewing slot and given a 'hot laps' experience - the ride of their life around a racing track in a Mercedes AMG with a professional driver.

Following the track experience guests were given an in-car food and Heineken® 0.0 service whilst they watched the live action of the 70th Anniversary of Formula 1 Grand Prix on a giant screen!

To amplify the event a hero film was created and shared with editorial media via PA newswire. Top tier media and social media Influencers were also Invited to the event to capture BTS content and speak to Heineken spokespeople about why the brand was holding the event.

BUSINESS OUTCOME

  • 52 pieces of editorial and social earned media coverage
  • +60M reach
  • 88% positive sentiment
  • 6 hosted media and influencers
  • 21 NHS workers attended the event
  • 82% of coverage Included branded assets