Marketing In Asia (M.I.A) recently had the opportunity to speak with a representative from Optus, the Australian telecommunications company, regarding their upcoming partnership with the Formula 1® Rolex Australian Grand Prix™ 2023. The company has been named a Major Partner of the event, and its aim is to bring speed, excitement, celebrity, and technology trackside, to one of Australia’s favourite sporting events. Here’s what Optus had to say about the partnership.
Can you tell us more about the OPTU5G VR Track Tour and how it works?
Optus is giving motorsport fans a unique opportunity to ‘get behind the wheel’ of a Formula 1® car as part of the adrenaline-fuelled OPTU5G VR Track Tour at the upcoming Australian Grand Prix 2023. Using a VR headset, participants can step into the metaverse and take an immersive 360° tour of the Albert Park Grand Prix Circuit racetrack from above, with Optus Chief of Optimism and Ambassador, Daniel Ricciardo, acting as a guide along the way, offering expert commentary and track insights.
It’s always great to be back home in Australia. It’ll be the first race I’ve attended in the 2023 season, and I’m excited to be back in the Red Bull Racing garage in my new role. I’ve been spending time in the simulator back in the UK so I’m looking forward to seeing the car in action. “I have a busy weekend getting stuck in with the team on everything from engineering to activations. I’ll also be spending some time with Optus as their Chief of Optimism, meeting some of their new faces and key customers, and planning our activities for the year ahead. I’m also delighted to be the main man behind the OPTU5G VR Track Tour—an immersive virtual tour of Albert Park, located in the Fan Zone—it’s sure to be an adrenaline rush for the senses!Daniel Ricciardo
VR typically requires fast computers to display visually immersive worlds. The high bandwidth, low latency, and speed of the Optus 5G network enable us to process the graphics super-fast in the cloud before streaming them in real-time to the end user, making for an unforgettable VR experience. This also allows us to use headsets that are smaller, lighter, and easier to wear as the power consumption, battery life, and cooling requirements are reduced.
How will the in-event and F1® precinct branding and engagement opportunities be leveraged during the event?
The Optus partnership will leverage in-event branding and engagement opportunities such as VIP dinners and ticket giveaways and the OPTU5G VR Track Tour, which provides fans on the ground with the chance to get ‘behind the wheel’ of a Formula 1® car and take a virtual tour of the track from above. We will also be painting Melbourne teal with a strong media buy in the lead-up to the event.
How will Optus showcase their 5G network on the track during the Formula 1® Rolex Australian Grand Prix™ 2023?
Optus will showcase Australia’s Fastest 5G mobile network for download speeds at a racetrack through the OPTU5G VR Track Tour. The low latency, high capacity, and fast speeds provided by Optus 5G enable us to bring this incredible experience to life, where users can encounter the thrill of the track without the need for a safe car. We’re proud to be powering the future of entertainment with 5G and can’t wait to bring it track-side.
Also read: 10 Best Uses Of Virtual Reality VR Marketing
What kind of activities will Optus and Mobil 1 Optus Racing collaborate on during the event to surprise and delight customers and fans?
We have the opportunity for selected customers to attend pit tours with our partners at Walkinshaw Andretti United. Customers and racing fans can jump in the driver’s seat with Daniel Ricciardo in our 5G VR Track Tour.
How did Optus become a Major Partner of the Formula 1® Rolex Australian Grand Prix™ 2023, and what benefits does this partnership bring to the company?
Becoming a major partner with the Formula 1® Rolex Australian Grand Prix™ 2023 enables Optus to bring speed and optimism together on the track by showcasing a relationship with our Chief of Optimism, Daniel Ricciardo, at his home town race. We wanted to give customers and fans the ability to see for themselves the power of 5G with our Optus VR Track Tour.
Can you share any details about the major integrated campaign Optus plans to launch around the F1, including broadcast advertising, out-of-home placements, and F1 ticket giveaways?
Optus has started a big integrated campaign around the F1 that includes TV ads, billboards, and giving away F1 tickets. The campaign will leverage the partnership with the Formula 1® Rolex Australian Grand Prix™ 2023 to showcase the power of 5G technology in a fun and engaging way.
As part of the campaign, Optus will show Daniel Ricciardo and the Optus VR Track Tour in a number of TV ads. The ads will showcase the immersive and exciting experience that fans can expect from the OPTU5G VR Track Tour.
Optus will also start a billboard and street poster campaign in Melbourne that will feature the Optus VR Track Tour and Daniel Ricciardo. The campaign will encourage fans to try the VR experience and get a taste of what it’s like to be a part of the Formula 1® action.
What are some of the ways that Optus is building lasting customer relationships through their partnership with the Australian Grand Prix® and Mobil 1 Optus Racing?
Through their partnership with the Australian Grand Prix® and Mobil 1 Optus Racing, Optus is building strong relationships with their customers. First of all, the OPTU5G VR Track Tour gives motorsport fans a unique and immersive way to connect with the Optus brand and its 5G network. By giving customers this exciting experience, Optus can make a good impression that will stick with them.
Optus’ MD of Marketing and Revenue, Matt Williams, said,
At Optus, we’re all about bringing our customers fast speeds, which is why we’re thrilled to be partnering with the Formula 1® Rolex Australian Grand Prix™ 2023. Just like our 5G network, Daniel and Chaz embody the Optus ethos of speed, innovation and performance which makes them the perfect partners to work with on this grand-scale racing event in Melbourne.Matt Williams
Optus is also using its partnership to give customers and fans VIP dinners and free tickets. This makes customers and fans feel valued and appreciated. The pit tours with Walkinshaw Andretti United and the opportunity to jump in the driver’s seat with Daniel Ricciardo in the 5G VR Track Tour also create a deeper level of engagement and connection with the Optus brand.
Overall, the partnership with the Australian Grand Prix® and Mobil 1 Optus Racing allows Optus to showcase its values of speed, innovation, and performance through contextually relevant executions. Darian Misko, General Manager of Sales and Commercial at the Australian Grand Prix Corporation, said:
We’re excited to team up with Optus once again in 2023 to provide fans with an exhilarating virtual reality experience that will get them as close to driving an F1® car as possible, with none other than Daniel Ricciardo cheering them on.Darian Misko
The focus on driving network speed leadership perception at scale reinforces Optus’ position as ‘Australia’s fastest 5G’, as recognised by Open Signal. By creating memorable experiences and building strong relationships with customers and fans, Optus can continue to drive brand loyalty and first choice among consumers.