For a long time, Brazil had many Formula 1 champions like Emerson Fittipaldi, Piquet and Senna. And every time these drivers won, a song echoed in people's homes. This was the victory song that made Brazilians even more excited about Formula 1 in the country, reinforcing a emotional connection with the category. The time has passed and Brazil faces a hiatus of many years without hearing the victory song in Formula 1. However, in Formula E, we already have two champion drivers and nothing made more sense than recreating the song focused on this new category, to bring even more public identification with Formula E and amplify the reach.

We decided to recreate this historic connection through music, creating a new anthem focused on Formula E to capture the public's attention and create an emotional connection with the new category. To do this, we invited the famous DJ and music producer Bruno Martini, responsible for several worldwide hit songs, to create the Formula E victory song.

Using elements of the original song and bringing the technology and modernity of Formula E, the new victory song managed to unite emotion and excitement in the same song, creating an instant connection with the Brazilian public and bringing thousands of people to watch the season 10 race.

We invited the famous DJ and music producer Bruno Martini, responsible for several worldwide hit songs, to create the Formula E victory song.

Using elements of the original song and bringing the technology and modernity of Formula E, the new victory song managed to unite emotion and excitement in the same song, creating an instant connection with the Brazilian public and bringing thousands of people to watch the season 10 race.

in order to do that we first got the information at the largest motorsports tv show in Brazil. with this first massive reach, we started to approach journalists in different sectors and mediums. we got motorsports, music and sustainability media talking about the campaign.

The Brazilian media reverberated the message massively on TV, radio, digital and social media platforms. Not counting the fans started to comment about the music and create content using the new music.

We invited the famous DJ and music producer Bruno Martini, responsible for several worldwide hit songs, to create the Formula E victory song.

Using elements of the original song and bringing the technology and modernity of Formula E, the new victory song managed to unite emotion and excitement in the same song, creating an instant connection with the Brazilian public and bringing thousands of people to watch the season 10 race.

in order to do that we first got the information at the largest motorsports tv show in Brazil. with this first massive reach, we started to approach journalists in different sectors and mediums. we got motorsports, music and sustainability media talking about the campaign.

The Brazilian media reverberated the message massively on TV, radio, digital and social media platforms. Not counting the fans started to comment about the music and create content using the new music.

around 90 news articles were published.

The impact was immediate. The Brazilian media reverberated the message massively on TV, radio, digital and social media platforms.

Formula E gained the support of one of Brazil's biggest DJs, expanding the reach of the category and bringing new people to the event.

What used to be a poorly perceived event, after connecting with people's emotions, had a change in sentiment, where we had 98% positive reactions.

This was Formula E's most successful action in its 10-year of history, reaching an ROI: 105 to 1.

Results

650 million impressions

Trending topics on Spotify

98% positive sentiment

70% increase of share of mind

Tickets Sold out in 3 weeks.