See the science
BRIEF: Use Aston Martin’s special livery to celebrate the Aramco partnership.
INSIGHT: The spectacle happens on track. The science happens out of sight. It's called Formula 1, and no one's ever seen the formula.
IDEA: See the Science made F1's invisible engineering visible by embedding real formulas into the car's livery design. The livery was just the hook, it funneled into a global STEM challenge built to discover the next generation of F1 engineering talent.
RESULTS:
127,000+ participants from 155 countries in just 51 days, positioning Aston Martin as a next-gen talent magnet.
Over half the traffic came unpaid: 50.6% arrived through IG, TIKTOK, and LinkedIn organic
CTR beat campaign benchmarks by 28.4%
Paid media delivered 748,934 clicks and 11,680 leads across Meta, Google, LinkedIn and Snapchat
372 finalists made it through all the engineering phases, judged by real Aston Martin Aramco F1 experts, competing for a week inside the team's Hq.
With Fernando Alonso, we unveiled the science on the car.
With Professor Brian Cox, we showed how extraordinary it is.
Then we broke it down into downforce, engine stress and track physics.
The campaign culminated in the Aramco STEM Challenge, inviting students to solve the equations on the car.