NEOM represents a bold vision for the future, imagining new possibilities for how human progress can be enabled through technology. To raise awareness of the project, the NEOM McLaren Formula E Team wanted to tell a brand new story about humanity and technology, representing personal visions through 2023’s most talked about tech: generative AI.
We know that if you want to get racing fans’ attention, you change the car. So rather than a simple digital campaign, we went big. We set out to create a world-first, designing the first livery in motorsport to be created entirely with artificial intelligence. In McLaren’s 60th year, we would celebrate the best of NEOM and the best of McLaren – two brands with technology at their heart, with a commitment to driving human progress.
Our ambitious approach symbolised NEOM’s own ambitions, creating a wholly unique moment within the Formula E calendar. And most importantly, it put cutting-edge technology to work in service of human aspirations. Not technology for its own sake, but a chance to explore its possibilities with optimism and excitement.
The campaign was a resounding success, generating 91.8M earned digital impressions on top of broadcast exposure, outperforming benchmarks on a number of metrics, and setting a new standard for Formula E sponsorship campaigns.
