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Formula E Holdings - Niall Treacy

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Niall laat ons de stormachtige ontwikkeling van Formule E zien en staat ook stil bij de ontwikkeling van Formule E als marketingplatform.

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Formula E Holdings - Niall Treacy

  1. 1. Living in a different era “Human inventiveness…has still not found a mechanical process to replace horses as the propulsion for vehicles” Petit Journal, a French newspaper December 1893 • Answer was to organise the Paris-Rouen race for horseless carriages, held the following July. • The 102 entrants included vehicles powered by steam, petrol, electricity, compressed air and hydraulics. • Only 21 qualified for the 126km (78-mile) race, which attracted huge crowds. The clear winner was the internal combustion engine. • Over the next century it would go on to power industry and change the world.
  2. 2. “The death of the internal combustion engine. It had a good run. But the end is in sight for the machine that changed the world.” Economist August 12th 2017
  3. 3. THE LIFESPAN OF LARGE, SUCCESSFUL COMPANIES HAS NEVER BEEN SHORTER Average company lifespan on S&P 500 index
  4. 4. Lifespan of successful companies has never been shorter • In 1955, Fortune Magazine listed the 500 largest companies in a list that’s become synonymous with success. 60 years later, only 71 of those companies still remain. • With the speed of technology adoption and a fast-paced global economy, companies rise and fall faster • Blackberry in 2007 had over 50% market share in the US and in June 2007 the iPhone was introduced now they have 0.8% of smartphone market share according to IDC • Yahoo – 2005 they were undisputedly no1 in online advertising with 21% of the market now struggling to make 4th position behind Google, FB, and Microsoft, • Blockbuster - Blockbuster boasted a $5bn market value in 2004. File for bankruptcy 6 years later – Netflix • HMV - HMV floated on the stock market in 2002 for a £1bn valuation. When it went into administration, it was valued at just £15m - Amazon
  5. 5. 40% OF COMPANIES WILL BE DEAD IN 10 YEARS
  6. 6. WHY FORMULA E “Majority of Consumers Want Brands to Take a Stand on Social and Political Issues” Sprout Social 2018 “Formula E is the biggest innovation in motor racing and entertainment of the last 10 years” Jean – Claude Biver – CEO TAG HEUER “We [offer] a story about changing a technology to make the world better, to try to make cities less polluted” Alejandro Agag CEO Formula E
  7. 7. “Marketing is about values it’s a very complicated and noisy world, and we’re not going to get a chance to get people to remember much about us” Steve Jobs 1997
  8. 8. THE ELECTRIC STREET RACING SERIES
  9. 9. ELECTRIC RACING SUSTAINABLE INNOVATIVE GLOBAL ACCESSIBLE TECHNOLOGICAL FOR TOMORROW ENTERTAINMENT CITY CENTRE PASSION SOCIAL DIGITAL Brand Personality
  10. 10. Media Buyers 1. Viewership (eyeballs) 2. Stories generating traffic 3. Truly different racing proposition 4. Personalities and drama Cities 1. To be seen as a top city destination 2. To be seen to be driving an urban mobility agenda 3. FIA Smart Cities programme ELECTRI C STREET RACING SPONSORS 1. CSR association with sustainability 2. Access to the next generation 3. Truly different racing proposition 4. Exclusive hospitality opportunities 5. Investment for the future OEMs / Teams 1. Awareness and consideration of high performance 2. Open platform to showcase their e-technology 3. Truly different racing proposition 4. Access to the next generation 5. CSR association with sustainability 6. Investment for the future 1. Unpredictability and genuine rivalry 2. Truly different (and more relevant) racing proposition 3. To see tech innovation driving real change 4. To participate and get involved 5. To be close to the action 6. An unforgettable day out FANS Formula E Eco-System
  11. 11. 58% Male 42% Female 60+%of fans are between 21 and 45 years old TECH SAVY WELL-EDUCATED UPMARKET MILLENNIALS INFLUENCERS PASSIONATE ABOUT SUSTAINABILITY Sources: Prophet Fan Research June 2016 of Sports Enthusiasts (US, UK, China, Germany) FORMULA E TARGETS SPORTS ENTHUSIASTS WITH THE FOLLOWING MENTALITY: • When watching sports I care about all aspects of the competition, not just the results • I watch sports beyond the ones I play • I love unpredictable sports events that keep me on the edge of my seat • I watch sports that are fun, exciting, unique, and future facing • Allows me to engage digitally (e.g. mobile app) • Has the latest technology and equipment Formula E Fans are sports enthusiasts
  12. 12. From ZERO to success in less than 6 years 2013 2014 2015 2016 2017 2018 2019 First ever professional motorsport event in New York City $1,000,000 E-Race in Las Vegas at CES with Formula E drivers and 10 pre- qualified SIM drivers Jaguar & Audi join championship Series expands to 12 rounds in 10 cities for Season 3 ABB announced as Title Partner – an FIA Championship first Gen2 Car revealed (pictured) Battery technology will have advanced where drivers do not need to switch cars in Season 5 Mercedes-Benz and Porsche joining in Season 6 Lead Shareholder investment from Liberty Global and Discovery Communications Season 2 begins Inaugural race held in Beijing in Sept FanBoost technology introduced Formula E CEO Alejandro Agag created the series sanctioned by the FIA
  13. 13. 4 20 10 5 Seasons Complete Continents Raced Cities to Date Manufacturers
  14. 14. Leading the sustainability committee and owner of Pole Position Delivering green logistics Insuring the future of mobility Championship Title Partner Our tyre of the future Demonstrating the next generation of electric vehicles Powering the Championship sustainably Timing the Championship Providing electrifying fashion Staffing the Championship Authentic Partnerships Airline partner
  15. 15. 2018/19 Season Calendar 13 Races in 12 Iconic Cities
  16. 16. Digital Audience FOLLOWERSREACHVIEWERSHIP 581M THIS 1,3B 714% YOY ENGAGEMENT 41.9M 1,203,700M FANS 75% UP FROM LAST SEASON SEASON THIS SEASON GROWTH 713% YOY GROWTH THIS SEASON AND FOLLOWERS 1316% YOY GROWTH Source: Channel Analytics
  17. 17. TV coverage has also experienced growth of 73% growth from S3 to S4 190.3 TOTAL VIEWERS SEASON 1 SEASON 2 SEASON 3 SEASON 4 192.1 222.8 330.1 MILLION • Formula E has delivered the highest global TV audience growth vs. key competitors • Rome delivered the highest single race audience of 34.2m • 60% increase in average audience per race Growth Average Audience Per Race 17.3m 27.4m
  18. 18. Why formula E • Electric Mobility will and is shaping our society • Centre of the 4th Industrial Revolution • Lifespan of successful companies has never been shorter • Marketing and communications is about values in a busy world • BRANDS are basically a promise. They tell consumers what quality to expect from a product and show off its personality. Firms invest a lot and require ROI on the image of their brands to foster sales and loyalty. Formula E
  19. 19. “We invite you to continue on our journey” ALEJANDRO AGAG CEO & Founder of Formula E

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