Brand Awareness With Facebook Ads

Fédération Internationale de l'Automobile

Over 2.1 Million People Reached In Safety Campaign

About FIA

Founded in 1904, the FIA’s initial aim was to bring coherent governance and safety to motorsport. As the governing body of motorsport, the FIA ensures that fair, capably regulated and above all safe events are conducted in all corners of the globe.

The Challenge

There are 13 Rallies in the World Rally Championship each year. The FIA approached us to help them roll out a safety campaign. At each rally, there is always an issue with spectators breaking the rules – doing things like stepping onto the track to get photos. This, of course, can be fatal. The FIA wanted to run a paid ad campaign on Facebook, targeting the people likely to be at each rally, with safety messages.

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

We knew the key to success in this campaign was to deliver very specific messages to specific groups of people. So, we liaised with the Rally drivers to create eye-catching, 30s videos outlining a clear safety message. We asked all drivers to do this in both English and their native language.

For each rally, we then created campaigns targeting everyone who was going to be attending (via geo-targeting and custom audiences). We knew having the professional drivers would grab their attention and then by using their native language, it ensured the message got across.

Results

We looked to judge the success of the campaign on three metrics: reach vs estimated number of fans at each rally, impressions and shares. We knew that if people shared the message, it resonated with them – and will reach further people.

We were able to achieve 6.3m impressions across Rally Spain & Rally Wales, getting over 555k video views and 1246 shares. We are looking to roll out similar campaigns for every rally going forward.