In the new and exciting world of zero emissions motor sport, the FIA-approved single-seater Formula E championship is just under one month away from its inaugural race in Beijing, China.
The cars have been built, teams announced, multiple testing and race simulations carried out, and voting started for its innovative fan boost feature.
Now, Formula E’s media offensive has been kicked up a gear with the announcement of a new Formula E television ad and the appearance of the Renault-built Formula E race car in the popular Forza Motorsport console game.
Hot on the heels of video from Donington Park race track in England — where Formula E teams recently held its first full-scale race simulation day — Formula E has unveiled a brand-new global ad campaign for the series entitled Drive The Future.
Centred around a TV ad which will be aired on networks around the world, the Drive The Future campaign counts down the remaining month until the inaugural Formula E race in Beijing on September 13.
In addition to being aired on FOX Sports, CNBC and NBC, the ad will also be played extensively on China’s Sina and Weibo social media platforms.
The ad, just thirty seconds in length, starts with slow-motion shots of a quiet cityscape, slowly, inexorably building to a climatic end as a Formula E race car tears down a city street. Starting quietly, we hear the noise of an approaching electric race car slowly grow throughout the ad, accompanied eventually by an adrenaline-filled, overdriven drum track.
The narration is simple, and made of just three lines.
One day, stop signs will be start signs,
Smoke and oil will be electric sparks,
And the city will be ours.
As Formula E explains in its press release, the Drive The Future ad campaign will also feature a 600 meter square animated poster on the side of the seven-sided Pangu Plaza Hotel in the centre of Beijing. Overlooking the Birds’ Nest stadium where the 2008 Summer Olympics were held, the hotel gives a grand video of the starting line of the inaugural FIA Formula E race.
For those who can’t make it to Beijing, Formula E of course promises extensive worldwide media coverage of the race. If you prefer your motor racing to be virtual however, you’ll be pleased to know that the Spark-Renault SRT_01E — the car used by every team in the first Formula E championship — is now available as downloadable content for the XBox One Forza Motorsport 5 Race Simulator.
Part of the latest set of cars to be released for the popular console game, gamers will be able to race the SRT_01E around virtual city tracks like any other Forza car, bringing the joys of electric motorsport to the many millions of car-racing gamers worldwide.
As well as drive traffic to its official website and increase viewer figures, the ad campaign and downloadable content are carefully designed to target a new generation of millennial fans: people who may not even have shown interest in motor sport but who are tech-savvy and ready to embrace this new chapter in motorsport.
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