The Daytona 500 is just days away and NASCAR has increased the hype for the already much anticipated event by launching its largest brand campaign ever.
The new campaign will lay out NASCAR's creative vision, featuring more than two dozen drivers, with nine spots in both English and Spanish. The new campaign will be featured at the Daytona 500 on Fox and Fox Deportes on February 24.
"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 campaign looks to capitalize on NASCAR's seven planks of growing the sport which are Gen Y, Youth, Multicultural, Digital/Social Media, Event Experience, Product Relevance and a focus on Driver Star Power. Along with looking to attract a larger fan base, many of the new campaign spots will be available in Spanish to appeal to Hispanic populations.
The spots will feature an unprecedented amount of drivers in the most comprehensive campaign NASCAR has ever launched. Some spots include We Are, which highlights the sports ability to engage fans; Twist, which shows the emotion of the sport in unique fashion; Rivals, spotlighting the sport's on track rivalries; Chess, showing off the mental aspect of NASCAR; Resumé, using a soft tone to highlight driver personalities and Wanna Know, providing fans a look into NACAR's newly revamped website.
NASCAR received help for the campaign from Ogilvy & Mather's New York Office, after beginning a well planned pitch in 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," said 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."
Last year's Race for the Sprint Cup
One driver that is sure to be featured in NASCAR's latest campaign is 28-year-old Brad Keselowski who took 15th place at last season's final race at Homestead-Miami to secure the overall points lead in the Chase for the Sprint Cup and give him is first Sprint Cup win. Keselowski was able to hold office second place Jimmy Johnson, who has won the Sprint Cup five times through his career, after he had to leave Homestead-Miami's race when his car had mechancal issues.
Keselowski's win was also a monumental victory for his team owner Roger Penske, who hired the young rider four years ago. Penske had earned numerous accolades and titles throughout his NASCAR career which include 15 wins at the Indianapolis 500. However, up until last year, Penske had never won a Sprint Cup.
"Personally, I feel amazing that I've been able to achieve this in racing," Penske said at the time of the Sprint Cup Victory. "I think it took guts for me to stay in the sport. We could have thought, `Well, we won the Indy 500 15 times and we're a big deal.' But I'll tell you one thing ... I think I just woke up here tonight, and it's a big thrill."
Penske also added the win was only made possible through the whole organization and Keselowski, who is the youngest Sprint Cup champion in NASCAR history.