In 2013, which will mark the 90th anniversary of the Le Mans 24 Hours, the Automobile Club de lOuest has completely revamped its communications strategy. This includes a radically different poster, a colour code that is a complete break with tradition, an even harder- hitting slogan and an advertising spot in the form of a video that can be viewed only on the internet.
Since 1923, the unveiling of the poster for the Le Mans 24 Hours has been eagerly-awaited by fans. This emblematic poster has always been a sought-after object, the subject of many comments and a collectors item: it has also left its mark on each event.The poster is the fruit of collaboration between the Automobile Club de lOuest and the La Fourmi communications agency.
Its based around a few key elements, explains La Fourmi:A specific 90th anniversary logo on a black and gold background,An artistic perspective using a dark, aesthetic gold tint underlining the drama and tension of the event,An illustration of the winning Audi in 2012 which has a particularly aggressive angle giving a pronounced sense of speed,A slogan Ready for the big one in the form of an invitation to all the parties involved in the event (spectators, teams, drivers, partners and media).
And in addition, it includes the Michelin Scoring Tower currently being finished on the Le Mans 24 Hours circuit, so its a total break with the previous races and one that accentuates the unique character of the 90th anniversary of the Le Mans 24 Hours.
This poster, which will become a real collectors item for the fans, will be the centre of a wide-ranging campaign (posters, press, non-media). The 4x3 poster will soon be displayed on more than 1300 hoardings throughout France without forgetting the numerous derivatives: stickers, T-shirts, leaflets, magazine covers, adverts, official documents, goodies.
It will also be the support of a performance-based internet spot used for the first time by the Automobile Club de lOuest.In addition to the poster the video will be backbone of this campaign giving pride of place to the new media and enabling the event to capitalize on the last three years institutional TV adverts. With this aim in mind, the Automobile Club de lOuest has asked the Wizz production company to come up with a 30-second TV spot.
Beyond the reference to the 90th anniversary of the race, this film is a reminder of the fact that although the roots of this event are firmly anchored in the past, it is more relevant than ever today!
The deployment of this clip created with the Re-Mind media agency, which will follow it to within a click, is expected to be seen in full a minimum of 612 500 times.
The web banners accompanying it will generate 241 million views on digital tools like computers, tablets, Smartphones, Web TV, etc, and will direct surfers and mob surfers to the pages of the site entirely devoted to the Le Mans 24 Hours: 24h-lemans.com.
This brand-new innovative campaign will kick off on 20th February 2013.
Although the Le Mans 24 Hours will celebrate their 90th birthday never have their communications been so modern!
Practical informationThe 2013 Le Mans 24 Hours90th anniversary3rd round of the FIA World Endurance Championship
Dates: 22-23 June 2013
General enclosure tickets: 54 euros (ACO members), 71 Euros (non ACO members).
Free for young people born after 23rd June 1997 accompanied by an adult.
Test day: Sunday 9th June 2013.
Scrutineering: Sunday 16th and Monday 17th June.
Free practice and qualifying: Wednesday 19th and Thursday 20th June.
Start of the 2013 Le Mans 24 Hours: Saturday 22nd June at 15h00.
Information and reservations:www.lemans.org
Facebook:24 Heures du Mans ACO Official
Twitter:@24hoursoflemans Hashtag : #24LM
WebTV :Lemans
