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Speed ​​is often used as a positive value within commercial campaigns. This appears evident when speed is linked to sport, specifically to those disciplines in which it represents one of the objectives or the ultimate goal.

It is therefore no coincidence that the use of this parallelism has always been very frequent to underline the capabilities and performance of services and products. Over the decades, this combination has gradually become more conceptual. The areas mainly used as inspiration are, of course, the disciplines of athletics, motorsports and, more recently, so-called extreme sports.

By analyzing our area of ​​"expertise" we can make a quick overview of this phenomenon.

In the past, vehicle manufacturers themselves used competitions to validate their technology and promote performance compared to their competitors. Then came the turn of all the suppliers and companies involved in various capacities in achieving maximum performance: fuels, lubricants, tyres, brakes, suspensions, mechanical components in general. Today we can affirm that "win on Sunday, sell on Monday" is no longer the main reason that pushes automotive and motorcycle groups to face the complex dynamics of sports management.

Rather, we are talking about stages where we can create greater awareness and reputation about the brand, functional to certain sales and positioning objectives. For some time now, speed has no longer been a salient characteristic in determining the intention to purchase a vehicle, except for those for more specialized use.

It follows that motorsport has become an excellent panorama in which it is possible to promote more "metaphysical" speed concepts, useful for giving shape and depth to increasingly virtual products. So cars, motorbikes and riders (but just think of all the examples of sprinters, swimmers, athletes in general) become the real paradigm of a potential and invisible ability.

The speed of movements, connections, transactions, shipments, of obtaining a result. At a time when the younger sections of the population, especially the Western one, appear less and less interested in the frenzy and dynamics of means of transport, new opportunities present themselves to marketing.

The introduction of new technologies in fact demonstrates that, if on the one hand the "futurist" conception of speed as an absolute value is no longer in relation to the new priorities of the community, on the other the need to be able to reduce the times of certain operations simply shifts on other levels. If we compare the 900th century to the current century, it is clear how the unbridled race for physical speed has been gradually replaced by the speed of communication. When it is possible to communicate and share experiences in almost every area of ​​the planet, the need to reach in the shortest possible time the physical places once indispensable for the exercise of certain functions becomes less pressing. The speed of planes, ships and trains has not changed significantly in recent decades, road limits have been the same or almost the same since the introduction of the highway code and indeed there is an ever-increasing trend towards a slowdown, especially in city areas. The concorde was a beautiful suggestion that the current world doesn't seem to need, the fascination with science fiction projects has been replaced by the search for greater efficiency and less impact.

Wanting to give some examples of areas interested in reducing timescales:

Speed ​​of a vehicle: although less present than in the past, we can find plenty of examples as it was one of the most traveled roads. Valentino Rossi with Opel Adam, Honda Civic etc. Loris Capirossi with Aprilia, Jean Alesi for Gilera, Michael Schumacher for Fiat. In 2017 Honda carried out a campaign to underline the link between its series production and the models that are used on racetracks around the world.

Honda: Racing at Heart - commercial

Honda: Racing at Heart – commercial

Delivery speed

Many companies promote the speed of delivery of their products as a competitive advantage. For example, e-commerce companies like Amazon emphasize fast delivery of their products to attract customers who want to quickly receive what they purchased. It is no coincidence that DHL has been the official partner of the Formula 1 World Championship for several years and is responsible for the entire logistical part of the series. It also serves as the main sponsor for one of the Andretti Motorsport Team cars in the Indycar Championship. It also maintains a strong presence in TCR, drag racing and Formula E.

Tom Coronel Comtoyou DHL Team Audi Sport WTCR

Tom Coronel Comtoyou DHL Team Audi Sport WTCR

Landon Cassill Chevrolet Camaro ZL1 - Monster Energy NASCAR Cup Series

Landon Cassill Chevrolet Camaro ZL1 – Monster Energy NASCAR Cup Series

 

Remaining among the companies that deal with logistics we can include the case of Comet. This US company has its core business in the speed of shipping and the ability to adapt to different contexts. It is no coincidence that their claim broadly reads "from the envelope to the elephant, if you need speed Comet is the right choice". To further support this campaign in 2019 the Comet logo made an appearance on the Chevrolet Camaro ZL1 driven by Landon Cassill for the StarCom Racing team in the Monster Energy Nascar Cup Series. The partnership came to fruition at the last race of the season at the Homestead circuit, Miami.

A 10% discount was available for all customers who entered the code “COMET RACING” when placing an order. Certainly an excellent example of engaging your target.

Other famous cases are UPS with Ferrari or FedEx's sponsorship of the Joe Gibbs Racing Team cars in Nascar, just to name a couple.

 

Service speed

In the context of services, speed can be a crucial factor. For example, a food delivery company can emphasize the speed with which meals are delivered to customers, highlighting the convenience of having fresh, tasty food quickly. at the end of 2016 Deliveroo reached an agreement for the sponsorship of Team Manor Racing in Formula 1 for some specific races. Unfortunately the adventure of the English team ended before this synergy could develop. From 2021 the famous fast food chain Subway will support Kevin Harvick in his return to NASCAR with Team Stewart-Haas: in this case the idea is to promote the Subway Delivery service powered by DoorDash.

Kevin Harvick - Stewart-Haas Racing Ford Mustang

Kevin Harvick – Stewart-Haas Racing Ford Mustang

Speed ​​of action

Some products or services are promoted by emphasizing how quickly they can solve a problem or satisfy a need. We can think for example about the speed in obtaining compensation from an insurance group. Or, in the case of protection software such as an antivirus, the speed of response to threats and the ability to "run" in step with the evolution of new hacking systems certainly represents a plus. A specific example is that of Crowdstrike, an IT security platform that has long invested in motorsport to convey these concepts. It is currently involved with its own team in the Fanatec GT World Challenge America Powered by AWS, in the GT America Powered by AWS and in the Pirelli GT4 America as well as participating in single events in other championships.

Crowdstrike Racing - GT America by AWS

Crowdstrike Racing – GT America by AWS

Learning speed

When talking about education or training, speed can be presented as an advantage. For example, an online learning platform could promote the speed with which users can acquire new skills or knowledge. Just as systems based on artificial intelligence can highlight the short time with which software is able to perform diagnoses and find solutions.

Connection speed

In the telecommunications sector, internet connection speed is a key consideration for many consumers. Companies that offer mobile or broadband services may emphasize the speed of their network to attract customers who want a fast, reliable connection. The list of examples is long: among the most recent we can include Charles Leclerc for Sky WiFi, Andrea Migno for Just Speed ​​or Filippo Tortu for Fastweb. In the recent past, it was a provider like Sprint that became the main sponsor of the maximum expression of Nascar's top championship, the Cup Series.

Andrea Migno - JustSpeed ​​Snipers Tour - Moto3

Andrea Migno – JustSpeed ​​Snipers Tour – Moto3

In summary, in advertising, the concept of speed is often used to create a sense of urgency, efficiency and competitive advantage. If we are no longer interested in having a car that is one second faster at "0-100" compared to the previous model, it is equally true that we expect to be able to transfer money almost instantly, have a connection that allows us to use maximum capacity all our devices and their applications. Our smartphone must take photos and videos and then be able to share them in the shortest possible time, we expect to be able to carry out financial transactions in real time so as not to miss the most favorable moments, book trips, stays, dinners, professional services with a click and so on .

It is reasonable to imagine that with every progress achieved by technology there are one or more fields in which speed ceases to be important and just as many in which vice versa it begins to be a discriminating factor in the quality of a product or service.

For a company, motorsport therefore guarantees not only the possibility of reaching vast audiences but of being able to associate its name with concepts that underline its performance. We at Fastback can help you develop an effective strategy and identify the most suitable context to apply it. Don't hesitate to contact us and continue to follow ours blog to always have new ideas!

 

 

 

 

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