Viaplay - Inked By Max (2022)
To celebrate Max Verstappen’s World Championship on home soil at the Dutch GP, for thrill-focused streaming service Viaplay. Since launching in the Netherlands, Viaplay obtained the exclusive streaming rights for F1 in NL, at the height of Verstappen’s reign.
So we convinced our clients to realise a proactive idea that was their “boldest brand activation to date”.
CHALLENGE
We needed to cut through the immense noise around the Dutch GP, with a limited budget, by pulling a bold stunt that felt uniquely Viaplay.
INSIGHT
If the mass of “Max” tattoos weren’t a dead give-away… Verstappen is pretty much a God in Dutch culture. He is living proof of how tenacity and venturing off the beaten path can give a Dutchie eternal glory.
Verstappen fans aren’t just fans, they feel like with every race they are in the car with him.
STRATEGY
Give Max Verstappen’s biggest superfan the unique opportunity to share Verstappen’s victory lap, and permanently connect them to him like no other brand can.