"The brand already possessed a super energised and engaged membership base desperate for interesting content and immersive experiences. AMF1 also had numerous commercial sponsors that were searching for sophisticated offerings from their partnerships - which went beyond raising brand awareness. AMF1 identified audience data as the catalyst for change. This would provide a platform for improved fan engagement - and showcase to partners that the right message resonated with the right audiences at the right time."
"Zone was appointed to bring a holistic approach to the data strategy. There were two clear objectives: - Deliver excellent multi-channel experiences to all users - achieved through unique audience segmentation based on individual characteristics - Utilise this understanding to identify efficient fan acquisition strategies - that would improve the top of the Audience Development funnel So what obstacles did Zone have to navigate around - and what steps were taken to ensure AMF1 scored a podium finish?"
Aston Martin returned to Formula 1 in 2021 as AMF1 with an energized membership base and multiple commercial sponsors seeking sophisticated partnership activations. AMF1 identified audience data as the catalyst to improve fan engagement and demonstrate targeted messaging value to partners. Zone was appointed to create a holistic data strategy focused on multi-channel personalized experiences via unique audience segmentation and on efficient fan acquisition to grow the top of the funnel. AMF1 rapidly grew social followings and its database but required augmented third-party data to identify the most valuable audiences for merchandise, title partner Cognizant, and the Aston Martin road car business.
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