A first for F1 and women’s sport
- ClientBWT Alpine F1 Team, Visit Saudi
- Services RenderedConcept Development, Content Production, Logistics Management, Stakeholder Relations, Integrated Marketing Communications
The first-ever F1 Saudi Arabia Grand Prix in 2021 was a historic moment for the sporting movement in KSA. It arguably remains to this day, the most significant event to have taken place in the country where sport is concerned. Just three month later, the 2022 edition cemented Saudi Arabia’s position as a regular stop on the global circuit.
In order to leverage global visibility around the second event and to challenge international perceptions, VisitSaudi and BWT Alpine F1 Team joined forces for what would become a significant moment to rival Max Verstappen’s victory in the race itself.
54 was engaged by both entities to reach for a seemingly unachievable goal. Produce a piece of content that would make waves around the world to celebrate the presence of F1 in Saudi Arabia. The real tricky part? We only had ten days in which to do it.
1st women to drive an F1 car in KSA
In collaboration with our portfolio brand and award-winning production company, MOB Film, 54 conceived a new kind of story for Saudi Arabia. One that would celebrate the progressive steps in the country, shining a light on the change and opportunity that events like F1 and participation of brands like Visit Saudi and BWT Alpine were helping to create in the country.
It was to feature Saudi’s star racing driver, Aseel Al Hamad, W Series driver Abbi Pulling, a V8-powered BWT Alpine E20 model F1 car imported into the country, and take place against the stunning backdrop of Diriyah, the ancestral home of the Saudi Royal family and the birthplace of the nation. It was called #DriveYourOwnDestiny.
Through wider 54 marketing efforts, it was a story that would become familiar to audiences worldwide.
"It was beautiful to drive with Alpine once again, and even more special to do this in my country of Saudi Arabia and my home city of Riyadh. I hope this inspires more generations to fall in love with Formula 1 and for more women to consider motorsport as a future career."
Increase in positive sentiment for BWT Alpine and Visit Saudi
Accumulative reach of #DriveYourOwnDestiny campaign
The stunning content piece and ripple effect created through connected integrated marketing communications efforts, allowed Visit Saudi and BWT Alpine to engage global audiences and help to tell a different kind of story about women’s sport in Saudi Arabia.
Aseel Al Hamad became the first woman to drive a Formula 1 car in Saudi Arabia, closely followed by Abbi Pulling, a significant moment for the proliferation of sport in the country.
