Discover Driving Innovation

A set of 10mini-documentaries that will show – from a human side – how certain discoveries that came from or were developed in F1 have been used to improve people’s lives.

Driving Innovation Contest

To generate engagement, we proposed a digital competition where we invited users from the main markets where the bank is present to send us useful ideas to improve people’s everyday lives, either as videos, photos or text. The final prize for the winner: being a member of Scuderia Ferrari for one day during the official team tests in Barcelona for the 2016/2017 season.

VR

To raise awareness of the action, we had Sebastian Vettel by starring in a series of videos we designed to encourage and inspire.

In addition, we were pioneers in using VR technology by adding VR cameras to Ferrari’s single-seaters, thus allowing spectators to feel the excitement of driving an F1 car.

Under the Driving Innovation concept we create:

Drivin Innovation Documentaries: a series of 10 mini documentaries were developed. Each of them told the story of somebody whose day-to-day life had been improved through Formula 1 technology.

Driving Innovation Contest: a digital competition was set up through which participants could submit ideas that made people’s everyday lives easier: The Driving Innovation Contest.

Driving Innovation VR: a 360º experience where the fans could enjoy a unique simulated driving experience at the wheel of Kimmi Raikonen’s single-seater racing car. For the first time in history, a Virtual Reality camera was installed in a Formula 1 racing car.

Number of visits to formulasantande.com: over 769,000.

Discover Driving Innovation

The 10 mini-documentaries were viewed by over 7 million people.

The site had a returning visitor rate of 15%, which shows the interest in the content.

The stories were published in the main newspapers and shown on TV channels, as well as being supported by their respective social networks.

Greater than 45% in terms of improving the image as an innovative brand and 50% improvement as a brand which contributes to progress. Efficacy study conducted by Conzoom.

Driving Innovation Contest.

Around 149,000 visits.

473 ideas uploaded.

Special action with influential YouTubers. Over 70 million impacts, and around 55,000 interactions achieved.

The promotion’s video of Vettel was visited by over 4 million people.

VR technology

Diffusion: the video was published on YouTube, achieving over 1.5 million visits in the first week.

More than 84 million impacts of the Driving Innovation Campaign.