F1 is typically viewed as a male dominated sport with mostly a younger fan base. Aiming to break these stereotypes Renault UK together with Publicis London created a 3-minute 40-second film titled “The Ultimate Test Drive” as part of its integrated campaign to support 79-year-old female rally driver Rosemary Smith fulfill her dream of driving an 800bhp car.
The video documents Rosemary’s journey in the sport along with the challenges she had to face joining the industry at an age where sexism was at its peak. The video also encourages more female participation in motorsports and encourages more seniors to chase their dreams.
The initiative, done in conjunction with Renault’s 40 years in F1, includes out-of-home advertising, print, digital, display, and social engagement.
MARKETING reached out to local industry experts to hear what they thought of the campaign.
To Ensemble Worldwide’s Executive Creative Director Chan Woei Hern the campaign, if brought to Malaysia, would definitely work.
“It has a fantastic story with an inspiring female rally driver,” Woei Hern, shared.
While PR expert David Lian, Managing Director of Zeno Malaysia thought that it was a touching film featuring an influencer with an exemplary career he was unsure if the campaign would leave a lasting impact.
“However, while it’s a nice story, I don’t think it doesn’t actually do anything for the society, or the sport (there were some nods towards encouraging women to participate more in motorsports).”
“But I would really hope there was more to the campaign – like maybe getting Rosemary out to schools to talk to girls, or setting up a wider campaign to encourage more participation by women in fields dominated by men. I’d hate to think a nice film was the beginning and end of it,” David shared.
BEST OF GLOBAL DIGITAL MARKETING Conference 2017
For the seventh year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year. Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.
Speakers with digital domain expertise:
• Hando Sinisalu, CEO of Best Marketing International
• Kyoko Yonezawa, Creative Technologist and member of Dentsu Lab Tokyo
• Scott Gray, Experience Director, Mirum South Africa
Global Case Studies include:
BANKING & INSURANCE: Compare The Market, Advocards, Allianz, Ally Bank, Barclays….
TECHNOLOGY & STARTUPS: Hubspot, Pipedrive, MoveHub….
AUTOMOTIVE: Volkswagen, Volvo, Nissan, etc FMCG: Ariel, Unilever, Snickers…
RETAIL: McDonald’s, Harvey Nichols, Zalando….
TRAVEL & TOURISM: Qatar Airways, Transavia, Finland Tourism, Sweden Tourism, KLM…
Each best practice case study is presented based on…
Business problem: What is the market situation? Who are the competitors? What is the target audience? What are the main business/marketing challenges? What are the goals?
Solutions: What are the consumer insights? What was the creative strategy? What was the media strategy? What were the results of the campaign?
Lessons: What other marketers from other countries/other business sectors could learn from this case study? What are the main mistakes to avoid?
The Best of Global Digital Marketing Conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.
Date: 14 August, 2017 (Thursday)
Venue: Sime Darby Convention Centre, Kuala Lumpur.
Time: 8.30am – 5.00pm
Book your seats early! Call Ruby on 03-77262588 or [email protected]
MARKETING Magazine is not responsible for the content of external sites.
The Malaysian Marketing Conference & Festival 2024 at the Sime Darby Convention Centre is a TWO-day marketing event for all those in Marketing, Media, Advertising, PR, Digital, Data, and more….
The experience is on May 15 & 16, with Keynote Speakers, multiple tracks or Breakaway Sessions hosted by our booth partners who will show you the latest in the industry.
