F1 Unlocked

Formula 1 saw a meteoric ascent to reach more than 700 million fans globally within four years, growing the size of its database by 833% in the process. With fan data increasingly valuable to F1, the challenge was to accelerate sign-ups and opt-ins even further.

I led the development of F1 Unlocked, the global membership programme designed to turn fans into even bigger fans through exclusive experiences, rewards and content. Through fan segmentation analysis, we identified ten distinct audience groups and uncovered the motivations driving each. This allowed us to move beyond a one-size-fits-all approach, using real insights to personalise the experience around each fan’s specific motivations and create a genuine community. I also oversaw the development of an ownable, F1 tone of voice and new visual identity.

By bringing together strategy, creative, PR, CRM, media, social, data and UX, we created a cohesive yet personalised membership ecosystem that delivered measurable behaviour change.

• Grew the database 27% above target

• Increased opt-ins by 33%

• Achieved a 9.2/10 engagement rating

• Won gold at the DMA awards