Saatchi & Saatchi Australia and Heineken have teamed up to launch the 'Sounds Like Good Times with F1' campaign, aimed at promoting the partnership between Heineken and Formula 1.

The campaign has been unveiled ahead of the Formula 1 Rolex Australian Grand Prix 2024, and uses linguistic devices to emphasise Heineken's association with F1 and highlight the distinctive sounds of the sporting event.

The campaign includes a 360 audio asset on Spotify, video, out-of-home (OOH) advertising, and a social campaign offering tickets to the sold-out Formula 1 Rolex Australian Grand Prix 2024 event.

Heineken Country Manager, Dino Bozzone, was thrilled to celebrate another year of partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1.

"Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love," he said. "We look forward to seeing fans come together & celebrate the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1".

Creative Director at Saatchi & Saatchi Australia, Carlo Mazzarella, also shared his thoughts on the campaign.

"Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives. So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way."

The campaign will be launched across OOH, digital, radio, social and in-store activations, further reinforcing Heineken's association with the Formula 1 event.