Tag Archives: Nascar

Formula One: Montoya joins Cameo

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Happy New Year!

Apologies for the lack of posts in recent months.

Let’s start off the new year with something a little different.  In the lull between Christmas and New Year, during a family ‘where are they now?’ chat I stumbled upon Juan Pablo Montoya’s latest money-making scheme. The Formula One race winner has joined Cameo. The online service offering personalised messages from your favourite people!

For just $40, Montoya will record a bespoke video message for you! What better gift could a fan of F1 from the early 2000’s wish for!

Cameo is the latest in a line of creative platforms enabling personalities to monetize their following under their own terms. Montoya isn’t the only driver taking advantage of the Camero Service. Teammate to Fernando Alonso at the 2019 Daytona 24hr Ricky Taylor also has a profile on the service.

To find out more about Cameo follow this link.

To request your personalised message from Montoya himself head to his profile here!

Enjoy!

Formula One: Exclusive – Hisense on motorsport. F1 & Nascar

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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.

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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.

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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

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Formula One: Haas F1 team livery: Expect the Unexpected

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“Expect the unexpected” was the response from Team Principle Günther Steiner when questioned around the final livery for The Haas F1 team 2016 contender.

Existing corporate partnerships the StewartHaas Racing team have established in NASCAR will not extend to the Formula One team in the short term and whilst the team are open to new partners joining the team, Steiner confirmed Haas Automation will in effect take the position of principle sponsor. This reconfirms the intentions set out by Gene Haas to increase European recognition and market share from the beginning of the team’s F1 project.

The corporate colours of Haas Automation are red and white. The team through social media,  earlier this week previewed team transporters for the European races in these colours suggesting they will maintain a similar feel, yet Steiner’s comments suggest fans could be in for something a little different.

Formula One: F1 vs. Nascar

Nascar

With the Formula One close season having taken hold, fans craving that motorsport fix often start to explore other racing series.  The 2016 Nascar season kicks off in a little over one month’s time and through a series of short films complied by Mobil 1 The Grid we explore the merits of the series and take a look at areas in which Nascar has the jump on F1.

Guiding Mobil 1 The Grid through this series of films is the Stewart-Haas Racing team, any Formula One fan questioning the credibility of the Haas F1 Team 2016 entry would do well to pay attention here. The shear scale of Stewart-Haas Racing operation is nothing short of breath-taking. The frenetic nature of the Nascar schedule and the teams 4 car line up means that at any given time, the team can have up to 60 race cars moving through the facility. The operation exacts the same if not greater levels of precision and commitment seen through F1.

 

Through levels of team access unseen in Formula One, crew team member James  Keener explains his multiple roles within the Stewart Haas Racing team and the dedication given to not only find success, but continually improve.  On the face of it the technology seen in this film may feel somewhat antiquated when compared to an F1 pitstop, but through standardising process and machinery the series have managed to ensure a process remains relatable to the customer and any focus on improvement is on the individual rather than spending money to find an extra tenth of a second. Perhaps F1 could learn from these standardised approaches.

 

 

Taking a look through the Stewart Haas Racing paint shop, we get our first indication of what the Haas F1 Racing team livery could look like. The answer pretty much anything! Unlike F1, Nascar offers it’s teams a freedom to change car paint schemes and sponsors on a race by race basis. Teams and drivers are known more by their racing numbers rather than the colours of the car, something F1 has started to emulate in over the past few seasons.  In the case of Stewart Haas Racing, the team has secured a series of long term partners, Mobil 1 being one of them. Through the livery freedom afforded to teams, cars offer partners a tool to get involved in promotional activities over the course of a season. This flexibility in colour scheme and length of agreement can be attractive to sponsors, an area in which F1 appears to be increasingly struggling.

 

 

Nascar has in the past been perceived by some as antiquated in its approach to safety when compared to other racing series. This perception could not be further from the truth. Nascar is dedicated to continuously raising the bar for the driver and the fan. Working closely with the teams and race venues great moves have been taken to reduce risk without impacting the show.

 

 

Finally, Mobil 1 The Grid profiles Danica Patrick. The first lady of Nascar. A true ambassador for the series and for women in motorsport. With the support of the Stewart Haas Racing team Danica Patrick has a established herself as a formidable competitor and within s series in which race craft is key is continually building towards delivering major success for the team. F1 teams would do well to look at long term support Stewart Haas Racing has offered Danica Patrick and how this commitment is paying off.

 

 

Nascar ignores the backroom politics and is fully focused on making the show the best it can be for its fans. With levels of access unheard of in the F1 community at a price that won’t break the bank, when you are making your motorsport holiday fix plans for 2016, Nascar deserves serious consideration.