Mobil 1 in FIA WEC

Brief

Engage partner motorsport OEMs with the Mobil 1 50 Years campaign and create opportunities for EAME local markets to engage top-tier media. Offer media a credible and exciting Mobil 1 story while showcasing the very best of Mobil 1 engine oil on the world stage.

Activation

Curva Grande recommended Mobil 1 to activate its 50 years campaign alongside major partner OEMs Porsche, Toyota and Cadillac in the FIA World Endurance Championship – a series that is dramatically growing in popularity around the world.

FIA WEC is about power, performance and endurance and therefore offers Mobil 1 the greatest engineering testbed in world motorsport. It just so happens that round four of the series is the greatest sports car event in the world, the 24 Hours of Le Mans.

We supported campaign media announcements, including a new partnership with Jenson Button’s team, Hertz Team JOTA, and produced multiple driver video features for Mobil 1 social channels in the lead-up to Le Mans. We also flew in 20 of the very best automotive, lifestyle and news media / influencers to explore the behind-the-scenes of Mobil 1 with money-can’t-buy trackside access to Porsche, Toyota and Cadillac.

Result

Mobil 1 had activated communications in FIA WEC more than ever before in its 50^th anniversary year, allowing media and motorsport fans an opportunity to explore the fascinating world of sports car racing.

A combination of top-tier international media reporting trackside, 32 media interviews and 59 filmed video features helped reach a combined audience reach of 267 million across the EAME region, with six million social media accounts engaged.