NASCAR Launches Largest Brand Campaign Ever
Breaks New Creative in the Daytona 500
DAYTONA BEACH, Fla., Feb. 20, 2013
DAYTONA BEACH, Fla., Feb. 20, 2013 /PRNewswire/ -- Big brands break new
commercials at DAYTONA 500^®, and NASCAR is no exception. NASCAR will reveal a
brand new creative vision – a campaign featuring more than two dozen drivers,
with nine original spots in both English and Spanish. The drama-filled
campaign will premiere during NASCAR's crown-jewel event, the Daytona 500. The
race will broadcast live on FOX and FOX Deportes on Feb. 24 beginning at 1 pm
To view the multimedia assets associated with this release, please click:
At the heart of the campaign are NASCAR drivers, who help bring to life the
unpredictability and drama of NASCAR racing, both on and off the track. With
an unprecedented incorporation of drivers, number of creative treatments
featuring new digital engagement, radio and print, this is by far the most
comprehensive and integrated campaign NASCAR has ever launched.
"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 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."
The spots are:
oWe Are (English and Spanish) – Highlights the pageantry, power, magnitude
and scale of community that fans can only experience through NASCAR.
oTwist (English and Spanish) – Portrays the emotion, drama, and many levels
of duality within the sport in truly unexpected fashion.
oRivals (English and Spanish) – Spotlights actual on-track rivalries among
drivers, including that of two legendary NASCAR heroes.
oChess (English and Spanish)– Gets inside the mind of a driver during a
race, coolly breaking down the strategic thought process of drivers while
they compete on the track.
oResume (English) – Uses a light-hearted tone to highlight the
personalities of the drivers as they vie for a spot on fans' NASCAR
Fantasy Live rosters.
oWanna Know (English) – Offers fans an unmatched look at the sport through
the eyes of the drivers in order to promote NASCAR's newly revamped
NASCAR.com and its suite of digital fan engagement products.
NASCAR's new brand campaign was developed by Ogilvy & Mather's New York
office, inclusive of Ogilvy Rojo, the Hispanic arm of the agency, which was
awarded the business after an extensive pitch process in summer 2012.
"There's no sport in the world with a more loyal and passionate fan base than
NASCAR. Drivers are what make NASCAR racing so dramatic and unpredictable for
everyone." explained John Seifert, Chairman and CEO of Ogilvy & Mather North
America. "To bring the NASCAR experience to life, we helped create a brand
platform that reflects the roots and character of what makes NASCAR unique,
personified by remarkable athletes who will ensure that this sport remains the
greatest show on earth."
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. Already this year, the industry is experiencing many firsts
across all of these platforms, including the reacquisition of its digital
rights, the unveiling of the new Gen-6 race cars that will reignite rivalries
on the race track and in showrooms nationwide, and the first-ever live
Spanish-language broadcast of NASCAR Sprint Cup Series races.
Don't forget to tune-in to the Daytona 500 (Feb. 24, 1 p.m. ET). The race will
air on FOX, FOX Deportes, Motor Racing Network Radio and Sirius XM Radio with
additional coverage on NASCAR.COM.
To download b-roll of the commercial shoot, please click here.
Contact: Sabrina Macias, NASCAR Integrated Marketing Communications,
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