Formula E
Activation
Client
Year
2022
Disicplines
Agency collaboration, event layout, graphics
As an official partner of Formula E, the brand delivered an integrated activation surrounding the 2022 London E-Prix. This included a digital competition offering two winners exclusive access to the race, alongside a live event designed to elevate awareness of TAG Heuer’s role within the championship. Leveraging the high-profile backdrop of the London E-Prix, the campaign effectively reinforced the brand’s positioning within the sport and strengthened its presence in the UK market. I worked on developing assets across the activation, delivering high-energy, visually compelling content designed to maximise brand visibility, audience engagement and shareability.
Competition
Using footage of the Formula E 2021 race, assets were created for the digital competition which were used across the brand's social channels. A mix of static and motion assets were used for A/B testing.
Event
Working with the events agency, New Moon, to bring the event to life, I effectively directed on brand story-telling and guest journey to deliver a memorable event ahead of the London E-Prix.
CAR ARRIVAL Porsche Taycans were placed at the entrance of the building as a photo opportunity and ”wow” moment on arrival.
STEP & REPEAT A backlit TAG Heuer branded step and repeat was placed on entry for press photo moments.
WELCOME DRINK & IMMERSION Guests were welcomed with a glass of champagne on arrival, before exploring the space, which was centred around the Formula E car. They engaged with F1 simulators to test their skills and enjoyed the city skyline at dusk, accompanied by a live set from local DJ Millie Cotton.
Q & A Guided by the host, drivers Pascal Wehrlein and Andre Lotterer discussed the future of Formula E from their unique and varied points of view.
