Best Practice from Life Agency
In February this year Warwick University appointed Life Agency to create a brand & identify for a unique ‘environmental’ racing car project, whilst managing the PR launch
Promote the racing car’s sustainability message & ethos to the world’s media, racing fraternity and large automotive organizations to encourage consultancy works and investment for the Warwick Innovative Manufacturing Research Centre (WIMRC), a division of the Engineering School at the University.
Jolt – Educate – reward
Jolt people to grab their attention with ‘cut through’ creative delivery
Educate them about the project once attention was gained
Reward them with interesting facts and figures about the car materials
Life Started by creating a brand name that would reflect the car’s sustainable credentials, ‘WorldF3rst Racing’ (a play on the Formula 3 formula it would contend, and the unique stature of the project) and proving it with a look and feel never seen before in motor racing circles.
The brand and identity was then applied across all elements of the project, from the website to racing suits, team apparel to trucks, stationary to exhibition stands and of course the racing car itself
Managing Director at Life Ian Humphris, said, “The unique engineering of this car craved a brand design that would make its eco ethos famous in the world of Formula 3. Our biggest challenge was to develop a design that recognised the prestigious status of Formula 3, whilst at the same time building a fresh identity.
“This was a special project that came along and really fired up the imaginations of everyone involved. We decided to support the project as part of Life’s Giving Something Back scheme - aimed at dedicating our time and the resources available to us to benefit causes outside of our day to day work.”
The car’s design represents all the natural materials used in its construction; carrot fibers for body work, potato starch in the tyres, peanut shells in the brake pads, hemp plant in the seat and cocoa + chocolate waste in the fuel!
The look generated the global attention we craved and a racing car design that blended speed with a credible sustainability message.
Life orchestrated a hugely successful international PR campaign across both print and online media generating 125 pieces of coverage across 21 different countries spreading the story of the groundbreaking WorldF3rst racing car far and wide to key global media.
Highlights of the campaign include features in; The Daily Telegraph, The New York Times, The Sun, Top Gear, BBC TV & Radio, Yahoo.com and Wired.com helping the team prove to the motor industry that it is possible to build a competitive racing car using environmentally sustainable components.
The WorldF3rst project also received interest from two leading FMCG companies looking to explore commercial rights, and further interest from three car companies is currently being discussed with Warwick University.
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