Formula E Monaco E-Prix 2025: Selling Out 18,000 Seats with Privacy-First Performance
The Challenge
Formula E faced the formidable challenge of selling out 18,000 seats for the Monaco E-Prix. The core business need was to drive ticket sales in one of the world's most challenging media environments, where strict privacy laws prohibited the use of CRM, lookalikes, or direct conversion tracking. Fifty and GuerillaScope were tasked with delivering this complete sell-out on a €250,000 integrated budget, proving that a data-first framework could overcome the absence of traditional performance marketing tools.
The Solution
To overcome privacy restrictions, Fifty created a unique privacy-first framework. It began with audience strategy, identifying highly-relevant, privacy-safe 'Tribes' (e.g., Motorsport Superfans) based on shared passions and behaviours. This was coupled with a bespoke forecasting algorithm that modelled demand curves to phase media spend against periods of peak intent. Crucially, a proxy performance model was engineered, using reliable behavioural signals (CTR, completed views) to achieve precise, data-led optimisation in the absence of direct sales tracking.
The Results
The campaign delivered a complete sell-out of all 18,000 tickets in record time, validating the power of audience intelligence over conventional data dependencies. This commercial success was paired with outstanding media efficiency, including a 52% lower CPM and 30% lower CPCV year-on-year. Furthermore, Deezer delivered 4.14M impressions and achieved exceptional 90–94% listen-through rates and a CTR of 0.65%, significantly outperforming the 0.2–0.3% benchmark.
