FE Ticket Selling Campaign 2024

Formula E made a spectacular return to China with its first race at the Shanghai International Circuit after a five-year hiatus due to COVID. Tasked with reigniting interest in the event and driving ticket sales, we developed a comprehensive multi-channel marketing campaign, both online and offline, with a clear vision of our target audience.

For online promotion, we focused on engaging racing fans through Weibo, launching over 30 graphic and video ads that each averaged over 3m views. We also collaborated with prominent Shanghai lifestyle influencers on WeChat, whose posts garnered over 100,000 views each. These efforts were further amplified by shares from the Shanghai government and local media, significantly exceeding our reach goals.

Offline, we ran a high-impact 15-second video ad on Shanghai’s Bund for a week, capturing the attention of tens of millions of passers-by. Additionally, a 30-second video was displayed across 300 subway stations, enhancing visibility. To further engage the community, we hosted a racing exhibition at a mall near the circuit, featuring Gen1, Gen3, and Recovery-E cars, which drew large crowds.

The campaign’s success was evident as the Shanghai E-Prix on May 25-26 became a sell-out event, with all 20,000 grandstand seats filled, marking a triumphant return for Formula E in China.