Our job was to create a global marketing platform to be activated locally in key markets, all over the world, that delivered an authentic connection between the INFINITI brand, its customers and a global F1 fan audience. To demonstrate the relationship between INFINITI and F1 was critical and we wanted to do our best to show off what makes a great technical partner in the F1, with Engineering at the centre.
In 2014, Prism created the INFINITI Engineering Academy (IEA) which is a global search for bright engineering talent. This competition presents a unique opportunity for engineering students to secure a once-in-a-lifetime paid work placement in the Formula 1 and premium automotive industries.
Since creating the Academy, our role has been to ensure the programme’s longevity by growing awareness and increasing participation. Prism delivers all elements of the programme including recruitment, marketing, PR, content creation, event delivery, winner relocation services and placement management. We created the overarching campaign theme, ‘Engineered Differently’, that
acted as the lens through which Prism considered the communication during the 3 phases of the IEA: Recruitment, Finals, and Placement. To keep the competition fresh, we partnered with Formula 1 for the 2018 and 2019 editions to host a number of IEA Finals trackside at Grands Prix in core international markets.
To add further credibility to the robust programme, we partnered with the Kennedy School at Harvard University, Pirelli, BP Castrol, Perkin Elmer, to incorporate a series of engineering and decision science challenges into each Final. We also connected with Motorsport Network and Formula Student to broaden the INFINITI Engineering Academy story.
The programme has grown year-on-year from 1,200 registrations in 2014 to a record number of 12,000+ candidates registering for the Engineering Academy competition in 2018. Since becoming Technical Partner to the Renault F1 team in 2016, almost 30,000 students have registered for the Academy.
Since 2014, 50% of Academy Engineers have secured a full-time role with INFINITI or within motorsport. The programme has also become a strategic recruitment pipeline for Nissan and INFINITI globally with the opportunity for applicants to be introduced to regional HR teams.