The Aston Martin Cognizant Formula One Team, which marked the return of the Aston Martin brand to Grand Prix racing for the first time in more than 60 years, has launched its inaugural fan and partner engagement platform with the aim of broadening the appeal of F1 to build and engage a diverse fanbase.
Dubbed I/AM, which is apparently a play on the automotive brand’s initials as well as reflecting the inclusive ambitions of the platform – the scheme has been devised by Havas CX Helia.
It designed to place fans at the heart of everything the Aston Martin F1 team does, and according to the brand it will “reflect the world beyond the track, progressively driving the team and the sport forwards, and inviting everyone along for the ride”.
Ultimately, I/AM aims to build a global network of people with a shared passion – acting as a fan-centric, positive platform for collaboration and change.
Launched last weekend at the British Grand Prix , the club will give a voice and a platform to all kinds of F1 fans through user-generated stories and behind-the-scenes content, as well as exclusive offers, limited-edition teamwear and once-in-a-lifetime events, competitions and experiences.
For the programme’s commercial partners, it also designed to act as a vehicle through which they can activate their partnership stories, tapping into the team’s large, passionate and engaged fanbase. The I/AM platform will also champion “worthy causes with shared passions and values”.
The launch includes a new campaign film encouraging fans to become part of the I/AM community.
Havas UK was appointed Aston Martin F1’s inaugural marketing partner earlier this year, and a number of its agencies collaborated on the I/AM launch, including Havas CX Helia, which developed the platform itself, Havas Studios, which produced the campaign film, Ekino, which built the website, and Cake, which developed the Silverstone activations.
Aston Martin Cognizant Formula One Team CMO Rob Bloom said: “Formula One is the undisputed pinnacle of motorsport, and we want to engage a growing fanbase to feel part of our team and the sport. 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.”
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