THE RACE 1.0B by Work Club London for McLaren Vale

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THE RACE 1.0B

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Work Club London
Creative Director Ben Mooge, Andy Sandoz, Eduardo De Felipe
Art Director Fabian Braun
Copywriter Simon Bird
Designer Kristian Saliba
Producer Josh Tenser, Eamon Wyse
Released March 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: McLAREN
Product/Service: VODAFONE McLAREN MERCEDES
Agency: WORK CLUB
Date of First Appearance: Mar 9 2010 12:00AM
Entrant Company: WORK CLUB, London, UNITED KINGDOM
Entry URL: http://cargocollective.com/Awards#326460/McLAREN-COM-The-Race-1-0b
Creative Director: Andy Sandoz (Work Club)
Creative Director: Ben Mooge (Work Club)
Producer: Josh Tenser (Work Club)
Art Director: Fabian Braun (Work Club)
Copywriter: Simon Bird (Work Club)
Strategist: Nathaniel Hill (Work Club)
Creative Director: Eduardo De Felipe (Pirata - production partner)
Producer: Eamon Wyse (Pirata - production partner)
Technical Director: Adrian Rowbotham (Pirata - production partner)
Designer: Kristian Saliba (Pirata - production partner)
Creative Technologist: Kenneth Kufluk (Pirata - production partner)
Creative Technologist: Alex Gemmel (Pirata - production partner)
Media placement: Website / Software Application - Internet - 09/03/2010

Describe the challenges and key objectives
Insight: Fans watch Formula One on TV. But what they can't see is what goes on behind the scenes and what's important to the teams right now. Idea: Bring fans closer to the team by making that visible. Execution: Designed to accompany and augment the live TV broadcast, the heart of the site is The Race 1.0b. A software app, live only when the car is on the track, delivering real-time updates and raw data from the car, the drivers and the pit. Totally unique to McLaren, an exciting new addition for all fans of F1, and a platform upon which McLaren can build.

Describe the brief from the client
The Brief: Turn F1 fans into McLaren fans and increase engagement with existing fans.

Describe how you arrived at the final design
McLaren.com is a clear expression of what is important to McLaren right now. More compiled than designed, the site is inspired by the F1 pit wall screens that the team follows during the race. Just like McLaren's philosophy, its form is uncompromisingly derived from its function, rather than to be pleasing to the eye. Although just like the F1 car itself, we like to think it achieves both. If you are a fan you now know what they know. You now see what they see. Come along for the race.

Give some indication of how successful the outcome was in the market
Within hours after its launch The Race 1.0b was picked up by the BBC Formula One coverage. Nearly 200.000 mentions on twitter during the first GP weekend including tweets by some of the most influental twitter users, as well as spread through Facebook, Digg, Tumblr, delicious and others. Free coverage from numerous highly influental magazines and blogs. Ultimately a 200% increase of traffic to the site during the first GP weekend. With a massive average dwell time of over 30 minutes!