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A New Era Begins

22 years after McLaren and Honda last raced together in a partnership that dominated Formula 1 in the 1980s and early ’90s, the 2 are back together for the 2015 Formula 1 season. Every year, each team's car launch is a hotly anticipated event and millions of fans from all over the world tune in to catch first sight of the new machines. This showcase film formed the centrepiece for the 2015 digital launch, and shows how Honda and McLaren’s racing DNA links the brand-new MP4-30 to one of its most illustrious forebears, Ayrton Senna's 1991 McLaren-Honda MP4-6. Shot on Alexa XT using the Milo Motion Control rig, this film was shot, cut and delivered within 24 hours and achieved over 2 million hits in 4 days and was trending on YouTube.

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3 Men In A Windtunnel
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A New Era Begins
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The Brief

22 years after McLaren and Honda last raced together in a partnership that dominated Formula 1 in the 1980s and early ’90s, the 2 are back together for the 2015 Formula 1 season. Every year, each team’s car launch is a hotly anticipated event and millions of fans from all over the world tune in to catch first sight of the new machines. Our brief was simple – make McLaren’s car launch a digital extrvaganza that creates an online buzz and makes this team’s car launch stand out above all others.

The Solution

For the 2015 launch we devised, produced and delivered a suite of films linked with a concurrent narrative– the 80s reborn – which were released across a range of online channels, seeded to generate genuine organic spread, promoted by associated social communications and behind the scenes teasers, and connected and co-ordinated in a planned strategy to create a digital ‘launch event’.

The Results

McLaren’s F1 car launch was the stand out launch event across all F1 teams in 2015, with some impressive engagement figures:

  • 3 million YouTube views / 13,000 likes
  • “Time to make History” 1.3m hits in first 24 hours
  • 5 million Facebook views / 136,000 likes / 65,000 shares
  • “Time to make History” 1.5m views
  • “Back to the Racetrack” 2.3m views
  • 41,000 Instagram likes
  • Favourited 13,000 times and retweeted 15,000 times on Twitter
  • 300 Google+ shares

Testimonials

“Wing understood the brief, and responded with creative and strategically grounded ideas. These were well executed, often with the need to make last minute changes. Wing work incredibly quickly, yet the output is never compromised; always delivering to an incredibly high standard. The drivers enjoyed the filming, making the whole process so much easier to deliver.”

Crispin Bolt, Partner Manager - McLaren Marketing