Hyland harnesses the power of data to unlock new insights and boost performance in business and racing. The science behind it all is overwhelming, so how could we tell that impossibly intricate story in a way that resonates with F1 fans? We took 10-time Grand Prix winner Valtteri Bottas into the foothills of the Sierra Nevadas, covered him and an Audi R8 with every type of biometric and telematic sensor we can get our hands on, then translated that data into a new type of race track that gives F1 fans a taste of what it’s like behind the wheel.
Agency: Jack Morton
Awards: No. 4 on AdAge’s ‘Best B2B Ads of 2024’
Ahead of the track’s release, we took over VB’s social channels and dropped teaser videos featuring VB’s dry sense of humor, as well us utilizing paid and organic media.
The response topped the charts.
Flight of the Valtteri took off through the F1 digital discourse, generating buzz ahead of the US Grand Prix and claiming the no. 4 spot on AdAge’s Top B2B Campaigns of 2024, with VB telling Sports Illustrated it was his favorite partnership execution of his career.
“We've had a great partnership, done lots of cool stuff together, and I would say this one was my favorite collaboration.” - Valtteri Bottas