To mark the global launch of the Formula 1 (F1) season, a major public event was held in Melbourne last week ahead of the F1 Rolex Australian Grand Prix 2019. The event was produced by Graffiti Experiential (a part of WPP AUNZ) in partnership with the Australian Grand Prix Corporation.
Twenty drivers and ten team principles took to Federation Square where thousands of fans gathered for meet-and-greets, in line with F1’s new approach of putting fans at the centre of their experiences.
A recreation of the famous ‘Melbourne Walk’ – one of the symbols of the race at the Albert Park circuit – was produced at the Square where fans could interact with F1 stars, collect autographs, and take selfies. On stage, questions for the teams were crowd-sourced via fan channels, and the event culminated in an ‘ultimate selfie’.
Holly O’Connell, client services director, Graffiti Experiential, said: “Our plan was to involve the drivers in a unique way and at the same time showcase the city of Melbourne, so we coordinated all 20 drivers and 10 teams to arrive at Federation Square via a Melbourne Yarra River boat and then we created unique and clever ways for excited fans to engage with their driving idols. This was such an exciting project for Graffiti; celebrities, glamourous brands and a global audience.”