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Formula 1 has swept the globe and increased tenfold in popularity in the last few years, in large part thanks to the Netflix series Drive to Survive. So when our client Komatsu announced they had signed on as a major global partner with one of the 10 teams on the F1 grid, we were excited to support their brand awareness goals and develop a media approach that would really connect the Australian story to this global partnership, in the lead up to the Australian GP in Melbourne.

We were lucky enough to get the opportunity to have an F1 driver visit Komatsu’s Innovation Hub in Brisbane. It’s not often you get F1 drivers visiting the Sunshine State, so we knew local media would be keen to jump on the opportunity to head to the Komatsu site to bring a piece together.

We got some great footage with our driver taking in the vast scale of Komatsu’s massive mining machines, sitting inside the cab of a grader, juxtaposing the difference between an F1 car that goes 300 kmph and a mining grader at a mere 60 kmph.

We also had two very lucky Komatsu apprentices onsite, who have been given the opportunity to be in the racing pit across the three days at the GP and they fronted the media for interviews as well.  We took time to prep them and make sure they were comfortable with any questions they would be asked. Their natural talent and excitement shone on the TV screen.

It was not only a great awareness exercise for Komatsu, but it also brought their staff close to the new sponsorship announcement – a cool day off the tools for the 200 plus Komatsu staff who got to attend.

Media events take a lot of meticulous planning and preparation so it’s always great to see a strong piece of coverage come out the other end as a result!

Watch the 10 News coverage here: https://fb.watch/qVR_qScCTx/

Alex Williams