Entertainment Lions For Sport > Innovation in Sports Entertainment

ATTACK MODE

IRIS, London / FORMULA E / 2019

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Entertainment Lions for Sport?

We created a new race feature that keeps Formula E (the global electric street series) as exciting and as unpredictable as it’s ever been. Attack Mode is an FIA approved innovation that enhances the fan spectacle by engineering jeopardy into Formula E races.

Describe the creative idea

ATTACK MODE increases the intensity of the on-track action - a unique innovation in sport, introduced to enhance the viewer experience and retain the unpredictable nature of the electric street racing series.

Drivers will be able to access ATTACK MODE at any time during the race from the second lap - allowing them to chase down their rivals or build a lead to defend their position. ATTACK MODE temporarily boosts power levels from 200kW to 225kW, giving them the edge on their opponents for a short period of time.

Describe the strategy

Season 5 brought a new faster, more aggressive car, new manufacturers, and new drivers, it was set to be the most exciting yet. But with improvements in battery technology allowing 1 charge to last the whole race – the mid race car change pit swap was lost. And with it the excitement and unpredictability it brought. So we were tasked with adding jeopardy and excitement to the race to enhance the viewer experience. Our solution was Attack Mode.

Describe the execution

With all 22 drivers engaging ATTACK MODE at one point during the race, the precise time period and amount of activations will be announced by the FIA just 1 hour ahead of the race, meaning it's up to the teams and drivers to decide the strategy.

In order to engage ATTACK MODE, the driver must pass through a defined activation zone placed off the racing line. The driver is required to arm ATTACK MODE on the steering wheel on the approach to the activation zone and manoeuvre through three timing sensors to complete the loop and receive instant power.

To help fans follow ATTACK MODE, the Formula E host broadcast will incorporate Augmented Reality in to the live stream. The cutting-edge technology will harness trackside camera tracking, live telemetry data and powerful graphics engines to help bring audiences closer to the action.

Describe the outcome

Attack Mode was introduced for season 5 and with 6 races and 6 different winners so far it has played a major part in making this season Formula E’s the most unpredictable yet.

Forbes magazine has stated that Attack Mode in motorsport is what the three point line is to Basketball. BBC Sport has called the season Unpredictable. Astonishing. And The Sun and Mirror have heralded it as a revolution.

Fans have embraced the Attack Mode and in social have stated how it’s far superior to DRS in terms of the spectacle it creates.

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