FORMULA E – THE ALL-ELECTRIC RACE CAR SERIES THAT WAS “PROJECTED TO FAIL AND NOT LAST” - UNITED STATES COMMUNICATIONS AGENCY OF RECORD

When FIA Formula E, the All-Electric Single Seat Race car series, anointed Zim Strategies as its United States Communications Agency of Record in 2019, many in the media and industry were predicting it would be a short time before the series failed and went away. Six seasons later, with a 23.7% YoY average increase in US fanbase, the agency’s effort played an important role ensuring that the series is not only alive, but helped cement Formula E as the fastest growing motorsport in the world. US fanbase growth fueled Formula E to more than 1 billion media impressions across its social channels and 147% increase in owned video views. The series has been elevated to World Championship Series status by the FIA (with Formula One being the only other race series awarded World Championship status) and has grown into a global motorsport series leader.

For six seasons, the agency goal mandates were to increase brand recognition and visibility; elevate audience engagement with the series; highlight and position its executives, sustainability practices and technological mission to industry-leading status; and drive sales for the yearly US based E-Prix. As such, Zim Strategies:

- Oversaw US media outreach that featured Formula E’s executives, teams (drivers and team principals), stakeholders, partners and investors. Porsche, Andretti, Jaguar, Penske, McLaren, Maserati, Nissan, Stellantis/DS, BMW, Mercedes-Benz, and Audi are some of the well-known manufacturers and teams that compete or have competed in the series. Liberty Global, ABB, DHL, United Nations, Google, Bosch, Boss, Julius Bar, Michelin, Unicef, Hankook, and Tattinger are just a few of the world leading companies, brands and not-for-profit organizations that are current or previous stakeholders, partners, or investors of Formula E.

US media race weekend coverage for the series, including 11 teams, 22 drivers, team principals, series executives.
Co-managed all media communications aspects of the US based E-Prix race weekends.
Developed and implemented successful, select geo-targeted and experiential marketing activations with drivers, celebrities, athletes, and local culinary figures in high traffic locations in the States driving significant fan engagement and unique user-shared social media content.
Worked with Formula E’s media rights partners – FOX Sports, CBS Sports and Roku – to develop and implement earned and owned TV tune-in strategies and plans to drive viewership for all races helping to overcome time zone challenges
Provided strategic counsel for corporate reputation or crisis issues.
Arranged thought leadership panels and speaking opportunities for key series executives and partners.

ZimStrategies consistently met the clients goals and KPIs on a yearly basis. Highlights include:

49.87+ BILLION media impressions from more than 4,000 placements in key US-based global, national and local media reaching target audiences, demos and sectors with an annual 62.83% average increase YoY.

Placements were in top tier general news, sports, business, motorsport, automotive, technology, sustainability, lifestyle, media, marketing and entertainment broadcast, video, print/online outlets. Coverage included, but was not limited to: Brand feature stories, pre-season and weekly race stories, leading EV and technical innovations, environmental and sustainability leadership, strategic business and marketing partnerships, lifestyle features, TV tune-in coverage, and celebrity/influencer activations and involvement.

Garnered and co-managed more than 200 on-site media outlets from across the country and globe each year for the US based E-Prix race weekends (NYC and Portland). Featured coverage included numerous live interview segments with major national and local broadcast morning shows, and news programs such as CBS This Morning, Good Morning America, NBC News/Today Show, FOX and Friends, The Weather Channel, Cheddar, Good Day New York, New York Live, Portland Today, GoodDay Oregon, Bloomberg, etc.

More than 119% increase in US linear and digital TV viewership. This past season, agency efforts played a significant role in Formula E delivering its highest-ever US audience for a race, with 3.1 million viewers.
23.7% YoY average increase in US fanbase
Set a Formula E race “media day” record averaging one “one-on-one” interview every seven minutes with drivers, team principals, Formula E executives, sponsors/partners, and celebrity influencers.
Set a one day NYC E-Prix ticket sales record with interactive brand activation in the heart of Hudson Yards. Approximately one NYC E-Prix race simulation driven every minute for 8 continuous hours. 77,000+ people engaged with the brand.
Consistently sold-out US E-Prixs