The Inside Track
NOW
Art Direction, Graphic Design, UI, UX, CRM, TV
2025
Overview
To kick off the new F1 season, we went big (as always!) to create a bespoke template with a premium editorial feel. Since several races streamed in the middle of the night, the CRM team focused on key events to drive (pun intended) viewership for our active members during prime hours. For the diehard fans, we deployed targeted push notifications that consistently outperformed engagement benchmarks from other membership tiers.
Working closely with Designer Hanorah, Design Lead Andy, and our Copywriter Jack, we developed a dynamic, eye-grabbing template. Jack was instrumental in the creative process, crafting punchy subject lines and engaging "fun facts" modules that gave the emails a unique personality.
The final product featured animated graphical elements, live weather reports, and up-to-date leaderboard standings. It smashed our KPIs, resulting in zero churn and increased viewership for every race.
Beyond the weekly race hype, we executed a full-funnel strategy to keep the audience locked in. This included high-energy push notifications and immersive emails for our active members, alongside tailored winback campaigns designed to re-engage lapsing customers. By segmenting our approach, we ensured the right message hit the right inbox at the right time; turning casual viewers into season-long fans.
Bonus: to create a truly surround-sound experience, we executed a high-impact TV UI takeover via the Showcase module. Utilising Sky’s ATL (above the line) key visuals, we aligned the digital campaign with the on-screen experience to drive maximum hype for the season opener – specifically leaning into the global anticipation for Lewis Hamilton’s historic debut with Ferrari. This cross-channel synergy ensured our messaging felt unmissable.
