Ferrari F1 presentation: Mercedes intervenes in the comments

Mario Salvini

@
cheballeblog

February 14th

Social networks are more beautiful when they convey lightness. And in the always very serious world of Formula 1, the Mercedes people are very good at this. The challenge in terms of communication is interesting.

Communication challenge

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Red Bull, which doesn’t have to sell cars and has built its (enormous) fortune on how to be perceived, has taught and still teaches a lot with its videos. But in social gags, Mercedes is often ahead of everyone else. Ferrari did very well today. Which after years and recent days of aseptic presentations (it was the fault of Covid, but not only: the trend had started well before and seems far from being finished) presented the real car. Not only that: he put it on the track, he made the noise, the smell (perfume?) of the tires heard. You showed the rural building where Enzo Ferrari had his office. And most of all it showcased what no other team could attract to the venue for such an event: the Fans. With a capital T as they are known throughout the world. His people, his people.

“Tomorrow is our turn”

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And then Mercedes reacted. With joy, and also with a certain style. While the images of the SF23 scrolled on the Youtube screen, alongside, on the unfiltered chat, in the midst of the most improbable announcements and (also) bizarre considerations, the official account of Toto Wolff’s team entered with a pro- memory: “W14 launches Tomorrow”. As if to say: Ferrari agrees, but tomorrow we too will present the car. Fasten your seat belts: the race is starting. Finally.