Messaging Territory Testing for S9 marketing campaign
Understanding how to talk about Formula E to support the S9 marketing strategy
Understanding how to talk about Formula E to support the S9 marketing strategy
By testing 6 distinct messaging territories (unique ways for us to talk about our sport) with fans and potential fans, we've understood the most appealing and differentiating way to advertise our brand.
In this research, we spoke to fans and potential fans in the UK, USA and India (which represent a broad spectrum of our key markets) in order to stress test how we can get the most cut through with our marketing campaign in Season 9.
We learnt more about how these audiences currently perceive us and what preconceptions we may face and how to best overcome them. The research also delivers broader learnings which can applied to every way that we "package" our sport - from fan experience, to social content, to our website.