null - Racing For The Future - Episode 11

As a global pioneer pushing the boundaries of e-mobility, ABB’s title sponsorship of the FIA Formula E Championship is a perfect union. ABB wanted to promote this partnership and create brand awareness through a series that would engage Formula E fans and those interested in world changing technology.

They wanted to make use of their access to film at the races and to ambassador Sebastien Buemi, and the content needed to offer something fresh and different to stand out from the volume of films pushed out by other brands and broadcasters.

Our solution was Racing for the Future, a short form preview series that tapped into the build-up excitement for each race, but brought deeper editorial by looking at the e-prix through the lens of technological innovations.

Through exclusive interviews, a holistic look at the Generation 2 racing car, behind-the-scenes footage, race archive and technical animations, the bite sized films offered genuine value to Formula E’s fans whilst seamlessly integrating ABB’s principles and race track branding.

Following data-led feedback on completed views, we successfully revised the format from 2 minutes to 1 minute to improve engagement. A 15-second ‘teaser’ was used to drive traffic to ABB’s digital channels.

The above episode was produced for the final race of the championship in New York.