The Flight of the Valtteri
Using a symphony of data to compose a new type of racetrack
In Formula 1, where success is determined by fractions of a second, data is the most valuable currency on the grid. But with dozens of tech companies already telling the story of on-track performance, how can Hyland break away from the pack and demonstrate the beautiful relationship between data and F1 in a way no other brand has done before?
Using a symphony of data, we composed a new type of racetrack, The Flight of the Valtteri.
We connected Hyland partner and F1 icon Valtteri Bottas, to a host of biometric sensors and turned him loose on the track where we collected vital data such as heart rate, blood oxygen and brain activity. From there, we used that data to compose an original music track that took the listener along for a very fast ride and got the attention of race fans around the world.
Impact
Hyland’s campaign received 154M in earned media impressions across 44 different media outlets, including Ad Age who featured Flight of the Valtteri in their “Best of 2024” roundup for B2B and said the campaign added “emotion to a typically emotionless category.”