Enjoy the Ride
Sky Creative. Formula 1. Sin City.
‘Enjoy the Ride’ was born when our teams in the UK, Germany and Italy joined forces to develop a campaign to promote the start of the F1 season.
With Formula 1 being so full of ups, downs, twists and turns, what better visual metaphor than a rollercoaster?
Rob Welch, Creative Director, Sky Creative
To celebrate the season of F1’s exciting debut in Las Vegas, we based the campaign around the idea of a fantasy rollercoaster in the Nevada desert. It all came together with a classic Elvis soundtrack (of course) and a neon glow inspired by the world-famous strip. Our pulse-racing commercial saw the season’s main protagonists embark on an epic three-horse race around a looping track. And did you spot some familiar faces? Sky Sports F1 presenter, Martin Brundle, Toto Wolff, and Christian Horner all made cameo appearances.
This concept brought the thrill seeker out in all of us
Ben Case, Director of Premiums, Sky
‘Enjoy the Ride’ delivered 20% more Sky Sports upgrades on the first Grand Prix weekend, with a 5% increase in viewing year-on-year. The promotional email and offer drove three times more upgrades. And the Meta campaign delivered impressions 395% higher than the booked media amount.
