The documentary Senna used a cohesive marketing campaign that featured iconic elements from Ayrton Senna's racing career. It repeated the colors of his famous yellow, white, black, and green helmet across all promotional materials like posters, websites, and DVD packaging. This consistent branding helped audiences instantly recognize the documentary and associate it with Senna's legacy and accomplishments.

1. Senna: A Cohesive Marketing
Campaign

2. What is a Cohesive Marketing
Campaign?
Cohesive Marketing involves the use of similar
features across the whole platform. This may be
a style of filming or editing.
This repeated feature is usually brought into
other productions as it was the reason for the
success of the original production, as it helps the
audience create links to the original.

3. What makes Senna a Cohesive
Marketing Campaign?
The documentary Senna uses cohesive
marketing in its advertising. The colours of
Aryton Senna’s iconic helmet are used in the
poster for the film.
The use of the yellow, white, black
and green creates links between
the driver himself and the
production. This classic
iconography helps the audience
recognise the content of the
documentary.

4. These features are carried across in all the
production’s marketing. Here is a screenshot of
the film’s official website.
Here you can see that the same iconography
Is carried across. The use of the green, black,
Yellow and white colour scheme is used in
The website.
The DVD case for the film also uses this same
Iconography as the film’s poster, even the disc
Contains the images used on the poster.
This creates a cohesive marketing campaign as
It gives the audience a recognisable, eye-catching
And highly repeated image which they will
Identify as being related to the production.

5. Further Ties
Two posters were used to promote Senna, and
were both very different but did use the same
slogan.
No Fear.
No Limits.
No Equal.
This repetition of
information shows that the
achievements of Senna are
worth watching