Given the restrictions around the category, PR was key to achieving the campaign objectives of wide reach and awareness, and cultural impact.

With this is mind, the campaign was designed to have a powerful platform and story at its core that was PR-worthy. The comms plan was further shaped to drive PR with media events, a strategic media partnership, engagement with motorsport publications and newswire distribution to ensure maximum amplification in earned.

As planned, the bulk of the campaign’s success came from PR and earned, with 1BN+ earned reach, 103m broadcast reach and 2.3Mn+ reach from the media partnership.

The last race of the thrilling 2021 F1 season took place in Abu Dhabi.

A male-dominated region and a male dominated sport where opportunities for women are limited.

We wanted to change perceptions and drive change in the region through the power of creativity.

We came up with new creative (not amplifying existing idea).

The 2 main objectives of the campaign were to:

Create cultural impact with widespread reach, buzz, and positive sentiment

Drive engagement with Vuse’s core audience

To help make a difference and to drive change in the male-dominated worlds of of F1 and the Middle-East we gave the world’s most expensive canvas - the McLaren F1 car livery - to a female artist from the region.

The collaboration was with Rabab Tantawy (an Egyptian artist based in Dubai) to create a bespoke piece called “We are all one”. The abstract work of art represents themes close to her and her Middle Eastern heritage - the Nubians - an ethnic group from South Egypt who embody values of community, inclusivity and grace. This was the first time a female artist had ever rebranded an F1 car livery.

All of these innovative firsts helped to break down barriers and inspire the next generation of women in the region.

The campaign platform and narrative was designed to have a powerful story at its core to ensure its resonance with a broad audience and PR-worthiness.

The idea was to leverage F1 as a unique platform to offer underrepresented creative communities with innovative, exciting opportunities to showcase their work, reinforcing our commitment to bring about positive change through creativity.?

This is a culmination of shared brand purpose and values of Vuse (“unleashing creativity to create positive change”) and McLaren (leading the charge of D&EI initiatives in the world of motorsport), our audience (Vuse’s core audience of creative class who are always looking for interesting opportunities to showcase their work) and our key objectives (to create a strong cultural impact).

The comms plan was driven by PR, with media events, a strategic media partnership, engagement with motorsport publications and newswire distribution to ensure maximum amplification in earned.

The PR plan included 2 key pillars:

1. Key media events to engage with a wide range of publications, especially motorsport and creative to reach the combined audience of Vuse and McLaren, and more. These events included the reveal of the livery at Abu Dhabi, and media interactions with Rabab and representatives of Vuse and McLaren.

2. A strategic media partnership with Dazed to further bolster reach withing creative community. The partnership amplified the initiative through published articles and social content.

Apart from this, motosport publications were engaged and the story distributed via newswire to drive further reach.

The plan was executed to catch the organic buzz around the race. Conversations and media interest peak in the last 3-4 days before a race and that is when the campaign came into action, starting with the reveal of the livery on 7th December (the race weekend started on 10th December)

The 2 main objectives were to:

Create cultural impact with widespread reach, buzz, and positive sentiment

Drive engagement with Vuse’s core audience

The results demonstrate that the campaign delivered on these objectives.

· 1BN+ ?Total earned reach ?

· 103M ?Broadcast reach ?

· 2.3M+? Paid impressions from Dazed partnership (media and social) ?

· 25M ?Impressions? from paid social

To drive change in the male-dominated worlds of F1 and the Middle-East, we gave the world’s most expensive canvas to a female artist from the region.

The collaboration was with Rabab Tantawy (an Egyptian artist based in Dubai with only 4.5k Insta followers) to create a bespoke piece called “We are all one” that represents an ethnic group from South Egypt who embody values of community, inclusivity and grace.

This was the first time a female artist had ever rebranded an F1 car livery, helping to break down barriers and inspire the next generation of women in the region.