Formula E

From zero to global in just one season.

Since 2018, we have been the global lead agency for the TAG Heuer Porsche Formula E Team. Our first task was to address a younger, digital-savy target group: the Driven Youth. To achieve this, we used non-stop storytelling to build a global community even before the official entry into the racing series: Our Instagram channel is precisely tailored to the target group and features the perfect mix of on- and off-track content about the drivers, team and campaign. 

In the process, this account has even become the benchmark for creative content from other teams and is one of the largest Formula E channels on Instagram. Year after year it has played a major role in Porsche meeting its set goal: Number 1 Share of Voice within all teams of the racing series.

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Key Results

Great Work,
Works Great

#1

8.6%

>115,000

4.5B.

Share of Voice* 

Engagement rate

Followers

Impressions globally*

*Reporting via Linkfluence Radarly

Idea

Following our guiding principle MAKE IT MATTER, we created a new personality and visual identity for the TAG Heuer Porsche Formula E Team in collaboration with the Porsche Motorsport, Marketing and PR teams. We also established a stand-alone Instagram account as a central content hub, playing out a mix of pre-produced assets and real-time communications about race weekends and zeitgeist topics. In addition, we continuously develop customised content and media strategies for all channels and platforms around the team.

Season 8

Race season 8 has a full calendar: 16 races in 10 cities in just six and a half months. 

To remain the #1 team in Formula E in terms of communication and to further develop our guiding principle MAKE IT MATTER, we want to strengthen the relationship with our existing community and gain additional followers for the team. This means providing content and interaction around the clock: both during and out of season, our team creates attention-grabbing content including race communications, always-on content and activations.

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