The brief
Chicagoland Speedway had hosted NASCAR races with epic fan experiences since 2001. But how could the track become synonymous with great racing cities like Daytona?
Tie the NASCAR racing tradition with Chicago's cultural tradition.
The idea
We delivered an iconic campaign that celebrated Chicago's racing tradition and the track's 15th anniversary. Headlines with "Chicago-isms" and a graphic treatment inspired by the Chicago flag paired with racing, driver, and fan images drove it home. Pun intended. The campaign spanned digital, print, TV, radio, and experiential, bringing new thrill seeker and Hispanic audiences as well as lapsed diehard fans to the race.
The results
At the finish line, Chicagoland Speedway saw a 200% return on investment and created the best attendance in 5 years.
