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Red Bull en Heineken blij met nieuwe marketingkoers onder Liberty

  • Gepubliceerd op 20 maa 2019 14:31
  • 18
  • Door: Bjorn Smit

De Formule 1 zet stappen in de goede richting als het gaat over het moderniseren van haar uitstraling richting fans en bedrijven. Dat kwam naar voren uit een panel van Advertising Week Europe, waar Liberty Media, sponsor Heineken en Red Bull Racing in vertegenwoordigd waren.

Yath Gangakumaran, directeur strategie en ontwikkeling binnen de Formule 1, vertelde in het panel dat het televisiepubliek in eerste twee seizoenen onder het bewind van Liberty met 10 procent gegroeid is in vergelijking met de jaren dat Bernie Ecclestone de scepter zwaaide. Ook vertelde hij dat het aandeel vrouwelijke fans van 31 naar 36 procent gestegen is, maar dat de gemiddelde leeftijd van de fans nog steeds rond de 40 jaar oud ligt.

Formule 1 toegankelijker door Liberty

Heineken toonde zich bijzonder tevreden over de weg die Liberty ingeslagen is op het vlak van marketing. Onderdeel van die strategie is het werven van jongere fans en daarbij horen initiatieven zoals de Netflix-serie Drive to Survive en het lanceren van een officieel Esports-kampioenschap. Volgens Ben Pincus van Heineken vaart Liberty daarmee een heel andere koers dan Ecclestone in het verleden deed. Daardoor is de deal met de Formule 1 voor Heineken nu veel effectiever dan bijvoorbeeld het sponsoren van de Champions League.

"Met het team van Bernie was het antwoord meestal nee, ongeacht wat je vraag was. Nu zijn we een veel zichtbaarder aanwezig tijdens raceweekends. De sport is voor zowel fans als sponsoren veel toegankelijker geworden. Dit niveau van toegankelijkheid verwachtten we niet aan onze klanten te kunnen geven. In de Formule 1 lijkt het alsof je in de kleedkamer zit. Zo dichtbij kom je niet tijdens een Champions League- of rugbywedstrijd.

Ook Oliver Hughes, hoofd marketing bij Red Bull Racing, prijst het werk van Liberty. "Voordat Liberty de sport kocht, werd de sport letterlijk bestuurd door een oude man met een paar advocaten en accountants. Het avontuur in de Esports was in Bernie's tijdperk niet gebeurd. Hij zou een Esports-platform opgestart hebben en ons een miljoen vragen om deel te kunnen nemen."

'Drive to Survive fenomenaal succes'

Dat de Formule 1 het initiatief genomen heeft om Drive to Survive te maken, kan ook op lovende reacties rekenen. Topteams Ferrari en Mercedes werkten weliswaar niet mee aan de serie van Netflix, maar daardoor kwam de focus juist op andere verhaallijnen binnen de Formule 1 te liggen. Pincus stelt dat Drive to Survive een 'fenomenaal succes' is, ook voor Heineken.

"Het is fascinerend hoe je een verhaal kan vertellen zonder de echte actie op de baan te laten zien. Het is een verhaal dat in sommige aspecten zelfs fascinerender en aansprekender is voor de minder fanatieke fans. Ik denk dat het een groot succes is. Het laat mensen anders denken over hoe ze uitzenden en communiceren met hun publiek. Het laat je denken over dingen die jij misschien voor lief neemt, maar die eigenlijk interessant en aansprekend zijn voor anderen."

Red Bull Racing speelt een grote rol binnen de serie door Daniel Ricciardo en de scheiding van Renault. Hughes: "We zijn er redelijk open en met veel vertrouwen ingestapt. In onze ogen zullen we er dit jaar meer in zitten dan afgelopen seizoen. We gaven ze genoeg toegang om geloofwaardig te zijn, maar het had beter gekund. Ik denk dat de teams die meer openheid gaven, vooral in de middenmoot, voor een heel interessant verhaal zorgden."

F1 Nieuws

Reacties (18)

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  • Snork

    Posts: 18.653

    Met complimenten voor team Haas.

    • + 0
    • 20 maa 2019 - 14:52
  • lada

    Posts: 300

    Is leuk die serie??

    • + 0
    • 20 maa 2019 - 15:04
  • lada

    Posts: 300

    Ging net Bahrein van vorig jaar terugkijken, was na 5 rondjes klaar. Was ik alweer vergeten?

    • + 0
    • 20 maa 2019 - 15:06
    • schwantz34

      Posts: 36.095

      Lada kapot?

      • + 0
      • 20 maa 2019 - 15:08
    • lada

      Posts: 300

      Haha, die gaan nooit kapot. Was toch een slecht begin vorig jaar. Nu al 7 podia achter elkaar, Yes!??

      • + 0
      • 20 maa 2019 - 15:13
    • Wachtwoord

      Posts: 640

      Volgens mij is er elke race een podium, of heb ik iets gemist?

      • + 2
      • 20 maa 2019 - 16:40
    • zoefroef

      Posts: 1.408

      Ik zoek voor erbij een lada niva, maar die zijn nu duurder dan toen ze nieuw de eemshaven inrolden

      • + 0
      • 20 maa 2019 - 18:22
  • bschuit

    Posts: 11.990

    Toegankelijk, pffffff, wat een plaag van de moderne tijd. alles moet voorgekauwd in hapklare brokken, stel je voor dat mensen zich ergens in moeten verdiepen om iets leuk of interessant te vinden...

    • + 0
    • 20 maa 2019 - 15:18
    • Ouw-sjagerijn

      Posts: 12.878

      Ouw- Sjagerijn!!!!

      • + 5
      • 20 maa 2019 - 17:12
    • Vidres

      Posts: 339

      Ja terug naar de tijd dat je alleen maar van de sport wist als je rijk genoeg was om een race bij te kunnen wonen!

      • + 1
      • 20 maa 2019 - 18:42
  • neppatsrev

    Posts: 4.828

    Als ze slim zijn bij Heineken, trekken ze de F1 naar Assen. Daar kunnen ze een nieuwe markt aanboren, ipv je bestaande klanten voeden met publiciteit.

    • + 1
    • 20 maa 2019 - 15:36
    • Joeppp

      Posts: 7.329

      Nee bij Heineken snappen ze niks van marketing.

      • + 1
      • 20 maa 2019 - 15:45
    • neppatsrev

      Posts: 4.828

      Klopt, ze lopen achter de feiten aan. Ze beginnen met reclame maken dat je vooral niet mag drinken als je nog moet rijden, en vervolgens brengen ze een alcoholvrij biertje op de markt dat werkelijk niet te zuipen is en ook nog duur.

      • + 0
      • 20 maa 2019 - 16:10
    • neppatsrev

      Posts: 4.828

      welk woord heb ik gebruikt dat ik in de filter zit? Dat het niet te zuipen is?

      • + 1
      • 20 maa 2019 - 16:13
    • maximist

      Posts: 1.229

      Jammer jo, ze zijn al met Zandvoort bezig. Heineken en Circuit Zandvoort zullen voor vijf jaar aan elkaar verbonden zijn vanwege een strategische sponsorovereenkomst. Heineken geeft aan dat het het circuit ‘als het hart van de autosport in Nederland’ en dus belangrijk om de Formule 1 in Nederland te activeren. Heineken is sinds 2016 global beer partner van de Formule 1.

      • + 1
      • 20 maa 2019 - 16:17
    • maximist

      Posts: 1.229

      Mijn bericht blijft ook achter. Staat niks verkeerds in.

      • + 0
      • 20 maa 2019 - 16:18
    • Spielberg

      Posts: 4.144

      @maximist , jawel hoor ' normaal worden de komma's onder aan de regel geplaatst , punt ;-)

      • + 0
      • 20 maa 2019 - 21:13
    • tour71

      Posts: 1.358

      Assen de geksteeeeeeeee, ehhh. welke nieuwe markts? Die van grolsch veroveren?

      • + 0
      • 21 maa 2019 - 06:46

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