Formula E

Through its partnership with Formula E, SAUDIA wanted to both grow their owned audience and be able to provide them with engaging mechanics that would nurture fans into becoming regular SAUDIA customers.

Saudia Website

What we did

We built an all-encompassing digital hub to bring all elements of the partnership together, and to create a one-stop-shop for fans to be able to engage with SAUDIA through the partnership.

The Take Your Seat hub played host to a range of engagement tools, from a data capture and lead profiling competition to an AR mechanic used to promote the launch of the Gen 3 Formula E model.

The audience and insights collected enabled user segmentation and lookalike audience generation to showcase SAUDIA’s partnership with Formula E to more people, and has helped to put SAUDIA front of mind for potential customers.

The results

Having optimized the paid media campaign across 4 key Formula E races, the data capture mechanic has seen over 68,000 entries, achieving over 170% of the set KPI, with a 78% opt-in rate.

Further, with a survey completion rate of 89%, this has provided SAUDIA with valuable insight into their audience’s demographic, behaviorial and psychographic data. This helps to form the basis for a lead nurturing strategy, ensuring we are targeting the right audience, with the right message, on the right channel and at the right time.

The Evolution in Your Hands AR filter has seen over 2,500 unique users engage with the experience, with a dwell time of 1m 3s and a total dwell time of over two days.

2

Digital campaigns

68,000+

Prize draw entries

53,000+

Opted in database