NASCAR is set to launch its first ever all out brand campaign timed with the Daytona 500 on Feb. 24. The organization says this is first creative since it brought in Ogilvy & Mather and Ogilvy Rojo as AOR last year.
The campaign, comprising nine TV spots in English and Spanish, shows 29 drivers both on-track and off. The campaign also has digital engagement, radio and print and will air during the Daytona 500 on FOX and FOX Deportes. “The campaign was created to excite existing fans while engaging with new audiences, and is representative of where NASCAR is headed as a sport” said Kim Brink, NASCAR, vice president, marketing, in a statement.
“In developing the spots, we wanted to celebrate the heart of what makes our sport unique, challenge existing perceptions, inspire the entire industry and do it all as authentically and confidently as possible.” In addition to the brand campaign, NASCAR will continue to focus on seven planks strategically aimed at growing the sport: Gen Y, Youth, Multicultural, Digital/Social Media, Event Experience, Product Relevance and a focus on Driver Star Power.