The campaign brought this concept to life with a fan-first social video showcasing HPE’s role in unlocking peak performance through smart, data-driven storytelling. In the video, Kimi and George humorously acted out fictional “Driver Rituals” under intense concentration—like crafting the perfect cup of tea—only to reveal that true speed comes from data, not superstition. This clever twist underscored HPE’s critical contribution to helping the Team achieve the fastest lap times.
- 3.3MImpressions
- 2.8MVideo Views
- 244kEngagement
- 7.3%Engagement Rate
Context
Context
HPE wanted to spotlight the power of data in F1 performance by playfully reframing the quirky pre-race habits fans love to speculate about. The idea imagined a world where drivers’ odd routines weren’t superstition at all, but supposedly “validated” by analytics—setting up a humorous contrast between myth and the real science behind speed.
Activation Overview
Objectives
Objectives
Build awareness of HPE as a Team sponsor and spotlight the partnership.
Showcase HPE’s new brand identity and logo.
Drive engagement among two key audiences: fans and IT decision-makers.
Reception & Feedback
Reception & Feedback
HPE’s “Driver Rituals” generated great engagement and excitement amongst the viewers, praising content for its humour and thoughtful execution, as well as playfulness on driver personalities.
This piece of content demonstrated a clever and understated approach to partner integration into Team content, with HPE’s promotional elements emerging naturally and seamlessly.