Matthew Miller
Aug 29, 2019

Infiniti puts F1 driver Daniel Ricciardo into a different kind of competition

A five-minute film in the style of 'The Office' has the Renault F1 Team driver vying to repeat as employee of the month at one of the brand's dealerships.

What do ultra-competitve F1 drivers do during the offseason? According to a new film from Infiniti, team Renault's Daniel Ricciardo spent his summer vying for an entirely different kind of win. 

In fact, the five-minute video (above) sees Ricciardo trying to recapture the title of employee of the month at an Infiniti dealership—an accolade he first enjoyed in a video released in 2015. That work was a hidden-camera affair where Ricciardo posed as a hapless employee to surprise a supposedly real customer. The new film is a purposely cringey comedy filmed in the faux-documentary style of The Office. Ricciardo actually gives a respectable performance as—it must be said—a jerk who terrorises his co-workers and terrifies customers in pursuit of victory.

The film is part of a wider campaign that highlights Infiniti's role as official technical partner to the Renault F1 Team. The brand wants people to know that its expertise in performance hybrid technology went into the energy-recovery system of the racing vehicle's power unit.

The campaign began with an Instagram tease last week, and is continuing with a content takeover on the global Instagram account.

"We adopted an unconventional digital strategy with this campaign," Phil York, senior director of Infiniti Global Marketing, told Campaign Asia-Pacific. "Typically, video content is uploaded to native social networks. We decided on an 'all in one place' approach with multiple traffic-boost sources. The hero video exists on YouTube, centralizing all video views. To create traffic drivers, we then developed social-media toolkits for all Infiniti markets that leverage our owned social audiences." 

The company also formed paid partnerships with key publications, such as Motorsport, to boost the content. It won't hurt that Ricciardo (2.4 million followers), the Renault F1 Team (1 million) and Formula One itself (7.6 million) will also be amplifying.

Tommaso Volpe, director of Infiniti Global Motorsports, said the carmaker's technical partnership with the Renault F1 Team has made Ricciardo a regular on set for Infiniti photo and video shoots. "And often being on the receiving end of his quick wit and cheeky charm, we knew we could step outside traditional Formula One driver content," Volpe said. "The mockumentary style content was a natural fit.”

CREDITS

Antoine Malin: Manager, Infiniti Global Marketing
Paul Trouble: Manager, Infiniti Global Motorsports
Agency: Prism Sport + Entertainment London  

Related Articles

Just Published

1 hour ago

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

4 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.

4 hours ago

Indian agencies take 'no concrete steps' on mental ...

Exclusive Campaign India survey reveals that 71% of industry workers say their company has taken no steps to reduce stress, while 69% report no access to mental health services.

5 hours ago

Amazon Prime Video apologises, edits 'objectionable'...

The company's move follows protests against the content of the video series Tandav, which drew complaints against its makers and cast in Madhya Pradesh and Maharashtra in January.