Heineken Launches ‘Sounds Like Good Times With F1’ Campaign Celebrating Formula 1 Sounds

Heineken has kicked off a new campaign in collaboration with Formula 1, titled ‘Sounds Like Good Times With F1’, as they mark another year of partnership. The campaign, aimed at celebrating the unique sounds of Formula 1, incorporates video, OOH, and a 360 audio asset on Spotify. Moreover, there is a social media promotion offering tickets to the Australian Grand Prix at Melbourne‘s Albert Park Circuit.

The partnership between Heineken and Formula 1 is being highlighted by Heineken’s country manager, Dino Bozzone, who expressed excitement about the joint campaign. Bozzone emphasized the importance of sound in the Formula 1 experience, noting that the roaring engines, cheering crowds, and buzzing atmosphere are integral to the event’s appeal and the good times associated with it.

Saatchi & Saatchi, the agency behind the campaign, strategically leveraged linguistic elements to underscore the distinct sounds of Formula 1. According to Carlo Mazzarella, the creative director at Saatchi & Saatchi Australia, the goal was to align Heineken with the synonymous sounds of the F1 in an engaging manner, drawing on the unmistakable experience that the event offers.

The surge in Formula 1’s popularity can be attributed to the success of Netflix‘s documentary series, Drive to Survive, which has revitalized the sport by attracting a younger audience and more diverse following. Stefano Domenicali, F1’s CEO, highlighted the importance of appealing to a broader demographic and engaging younger fans through initiatives like Drive to Survive.

The new campaign reflects this shift in audience, as seen in the video ad featuring a diverse group of fans, including both men and women in their thirties and forties. The initiative acknowledges the evolving landscape of Formula 1 fandom and aims to capitalize on the sport’s growing appeal among a younger generation of enthusiasts.

The Formula 1 Rolex Australian Grand Prix, scheduled from 21-24 March 2024, serves as the backdrop for Heineken’s latest campaign alongside Saatchi & Saatchi Australia, offering fans an immersive experience that blends the thrill of F1 with the excitement of enjoying a Heineken or Heineken 0.0.