With the 2017 Nascar season underway and the start of the 2017 F1 season less than one week away, JWGP caught up with partner to both championships, Hisense, to understand what attracts them to motorsport and why it pays to have partnerships in both Nascar & F1.
Hisense are a Chinese electrical goods company with an annual turnover in excess of $15 Billion. The company was founded almost 50 years ago. The company is made up of more than 40 subsidiaries, each focusing on a specific sector within the electronics sector. Hisense focus their motorsport activities on promoting the Television division of the business. Following an extensive period of evaluation of Formula One, in which an evaluation of how the sport can and will work for the business and how best to activate a partnership within the sport, in 2015 Hisense joined the Red Bull Racing Formula One Team. This multi-year partnership sees the team carry Hisense branding on the nose of the car and within the team environment.
In the same year Hisense joined Nascar team Job Gibbs Racing as principle partner. JWGP caught up with Deputy Director of Global Marketing Rolland Zhang to further hear more about their involvement in motorsport.
What attracted Hisense to Motorsport?
Hisense has two motorsport partnerships; one in NASCAR and one in Formula One. Generally speaking, there are a lot of synergies between motorsport and consumer electronics as technology and innovation sit at the heart of both.
Our technology and products have been integrated into team factories and garages around the world, used by the teams and sports we sponsor to improve performance on the track. This integration of technology shows consumers that if these world-class teams trust and rely on our products, they can too.
The fact that technology is so important in team performance is similar to our own values in terms of innovation and development, so it’s fantastic for us to be part of it.
NASCAR is a hugely popular sport in the United States, so it is the perfect platform for Hisense to engage with the US market. In 2016, Denny Hamlin won the Hisense 4k TV 400 in a Hisense branded car. That played a huge role in raising the profile of Hisense in the United States. Our partnership with Red Bull Racing allows us to engage with audiences on a global scale. The Formula One season features Grands Prix in key markets that are important to our growth.
Why did Hisense choose Red Bull Racing over any other team in F1?
Red Bull Racing is a young, innovative and highly competitive team and we possess a lot of shared values.Red Bull Racing is a challenger brand, constantly pushing boundaries, which drives success on-track. We have a similar ethos and goals; we’re always looking to innovate and develop our technology to give our consumers bigger, better and more advanced products.
Red Bull Racing is also a fun and adventurous team; the drivers are exciting and fiercely competitive and the team is a very well-oiled machine which showed in their performance last year. The team’s determination, drive and success make us extremely proud to be a partner.
As a partner to Red Bull Racing, how does Hisense look to activate the partnership?
Hisense supports the team by providing television screens in the Red Bull Racing factory and in the garage at races all around the world. Last year, we installed a 9.6m by 3.6m state of the art LED screen in the team’s operations room at the factory in Milton Keynes. The screen allows the engineers at the factory to analyse live data and communicate effectively with the team at the track, no matter where they are racing in the world.
In local markets, we use the buzz of the Grand Prix and driver appearances to amplify product launches and host media and influencers at the track. The markets also use Red Bull Racing assets in out of home advertising and in-stores to reinforce our partnership with the coolest team on the F1 grid.
Our social and digital channels are also a focus for us, giving us a direct line to consumers and the ability to interact with Red Bull Racing online.
How important is social media in the activation of Hisense in F1?
Social media is the most direct route we have to reach consumers, potential customers and Red Bull Racing fans.We have social channels dedicated to our global sports sponsorships specifically, which include tennis, football and of course motorsports. Our local markets also have channels that they activate on, so we are reaching people in their local language and with market-relevant content. Last year, Hisense UK ran a Facebook Live Q&A with Max Verstappen which was very successful. It was nicely timed too, just after ‘that’ Brazil race, so there was a huge amount of engagement.
Thanks to Rolland Zhang for his time. JWGP will carry updates around Hisense & motorsport through the 2017 season