01 CASE STUDY
Formula 1 Qatar GP
CLIENT
Qatar GP (BA)
SERVICE
DIGITAL & SOCIAL
Overview
SMG were commissioned to repurpose the social media channels of the Losail International Circuit and then create all of its content for the first ever Qatar F1 Grand Prix, 5 weeks before the race.
The objectives of the campaign were to drive ticket sales, create an F1 community in Qatar, provide content and take the lead for other stakeholders to follow and create as much noise as possible before a historic event in Qatari history.
SMG provided Losail International Circuit with four visual identity and rebrand options before immediately applying the chosen identity to over 500 pieces of content in English & Arabic.
The pre-race anticipation was based around a ground-breaking influencer and content campaign, and a first for a promoter of an F1 race, called Losail Star Power which was delivered in 10 days and viewed over 3.5m times.
The Results
CONTENT PUBLISHED
530
530 pieces of content published
FEATURE VIDEOS
30
30 Feature Videos (ENG and AR)
AVERAGE ENGAGEMENT INCREASE
101 %
101% Average Engagement Increase
INSTAGRAM FOLLOWER GROWTH
24 %
Instagram Follower Growth
VIA STRATEGIC PLACEMENTS
900 k
900k views via strategic placements on The Race and WTF1
The campaign featured a unique mix of sporting heroes and personalities with regional and international resonance.
Qatari sporting heroes Mutaz Barshim, Nasser Al-Attiyah and Almoez Ali led a driver line-up featuring football legends Marcel Desailly, Nigel de Jong, Tim Cahill and Mohamed Aboutrika, Al Jazeera anchor Ola Al-Fares and racing driver and Youtuber Archie Hamilton. Hosted and coached by QMMF Executive Director, Amro Al-Hamad, the team competed against the clock to set the fastest lap on the newest circuit on the calendar before the history-making arrival of Formula 1 in Qatar. During race week, SMG managed a production team of 13 to deliver industry-leading coverage of the race with daily round-up videos capturing the excitement and all key commercial activities around the site over the course of the weekend.