Reframing racing for a new generation of fans
Engagement Increase
Creative performance optimization through cost-effective, insight-led narratives.
Strategic Partnerships
Managed global partnerships with FOM and F1 teams for cultural activations.
Audience Modernization
Reframed segmentation and franchise identity for long-term cultural impact.
F1's global momentum was undeniable, but the game hadn't kept pace. Amid a standout real-world season, the franchise faced slipping visibility and softer engagement. It was time to reignite the spark.
Three Pillars Strategy
Audience Definition with two player mindsets identified. Cultural Positioning via 'Don't Copy the Grid. Race Your Own Way.' Commercial Reset with revised pricing, tiered pre-orders, and premium SKU differentiation.
- Client
- EA SPORTS
- Year
- 2024–25
- Role
- Brand & Marketing Strategy
EA SPORTS F1 25
Reframing racing for a new generation of fans
A bold reset that reignited player passion, elevated brand relevance, and drove sustained commercial growth
CHALLENGE
The Spark Has Faded
F1’s global momentum was undeniable, but the game hadn’t kept pace. Amid a standout real-world season, the franchise faced challenges slipping visibility, softer engagement, and a sense of disconnect with its audience.
It was time to reignite the spark and re-establish the brand as a must-play experience for today’s F1 generation.
F1 teams, brand partners, athletes... are all competing to capture fans attention with amazing stories.
APPROACH
Three Pillars Strategy
Audience Definition
Two player mindsets identified: The Fan (competitive, career-focused) and The Follower (immersive, story-driven). Campaign narratives tailored accordingly.
Cultural Positioning
Creative platform "Don't Copy the Grid. Race Your Own Way" inspired individuality. Launch synced with key race weekends and elevated by creators.
Commercial Reset
Revised pricing strategy, tiered pre-order content, and premium SKU differentiation to boost adoption and retention.
COVER ARTS THAT UNFOLD 2025 STORIES
OUTCOME
Measurable Impact
30%
Engagement Increase
Creative Performance Optimization: Leveraged fan insights and social listening to optimize creative performance through cost-effective, insight-led narratives.
+27%
YOY Growth
EA Sports F1 25 delivers strong 27% year-on-year sales increase
Strategic Partnerships
Managed high-stakes global partnerships with Formula One Management (FOM) and F1 teams, executing cultural activations like Madden × Premier League.
Audience Modernization
Reframed segmentation and franchise identity, sharpening brand purpose to drive long-term cultural impact.
COMPANY
EA SPORTS
YEAR
2024-25
ROLE:
Brand & Marketing Strategy + Creative Strategy
© Alexandre Meyer
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© Alexandre MEYER
Brand & Creative Strategy