Business Platform
Mercedes-AMG PETRONAS F1 Team
Improving communication on and off the track with WhatsApp Business Platform
Their Story
Driven by teamwork
Mercedes-AMG PETRONAS F1 is one of the biggest names in the sport. Based in the UK, the team brings together more than 1,000 people, all working together to design, develop and manufacture the cars raced by its drivers during the F1 season, which takes place at race tracks around the world. Mercedes-AMG PETRONAS F1 Team won seven consecutive Drivers’ and eight consecutive Constructors’ World Championships from 2014 to 2021, one of the most successful runs in the history of the sport.
Their Goal
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Faster, more efficient performance
The team previously relied on email, text messages and phone calls for internal communications, and chat and email for ecommerce customer support. Adopting WhatsApp for three essential pillars of the business—team communications, customer service and online brand engagement—has enabled Mercedes-AMG PETRONAS F1 Team to stay up to date with employees, fans and customers in real time, regardless of where they’re located.
“In Formula One, every millisecond counts. Success hinges on speed and efficiency, and traditional tools like email, texts and phone calls often create delays. We needed a way to communicate instantly and transparently. WhatsApp has become an essential part of how we operate, from coordinating race-day logistics to sharing updates across departments, or staying connected with our global fanbase. It helps us eliminate delays, reduce miscommunication and make faster, smarter decisions without compromising performance.”
Bradley Lord
Team Representative & Chief Communications Officer, Mercedes-AMG PETRONAS F1 Team
Their Solution
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Fueled by WhatsApp
Ecommerce customer support
Mercedes-AMG PETRONAS F1 Team has enabled WhatsApp Business Platform as a customer service channel for its ecommerce store. When making a purchase, looking for more information about a product or asking a question about their order, customers have the option to message customer support directly on WhatsApp. WhatsApp conversations enable customers and employees to share rich media such as images, videos and documents, going beyond traditional text-based support.
This support option is accessible by clicking an icon on the team’s mobile website or a link from the Contact Us page on the desktop site. The team reports that WhatsApp offers faster support resolution than email and has a more user-friendly experience than its usual chat interface. Within a few months of the launch, the team had already surpassed its goal of growing WhatsApp support to account for 10% of all customer service interactions*.
Team communications
The team uses WhatsApp to securely communicate at all levels of the organization, from pit crews and engineers to Marketing and even the CEO. Whether communicating race updates in real time from the track, or strategizing global marketing campaigns, the team credits WhatsApp with helping it eliminate delays, reduce miscommunication and make faster, smarter decisions in the moment.
Fan engagement
As one of the most recognizable names in the sport, Mercedes-AMG PETRONAS F1 Team has an active and engaged fan following on its WhatsApp channel. Subscribers get notifications for bespoke content including behind-the-scenes information, polls, stickers, selfie videos and voice notes from famous figures of the sport. The team leverages its channel to drive ongoing engagement, share breaking news and drive traffic to its other online touchpoints. A recent quiz featuring videos and voice notes from the team’s Third Driver Valtteri Bottas helped drive more than 150,000 engagements with subscribers.
Their Success
Results in record time
The team credits WhatsApp Business Platform with improving communication on and off the track*:
- Instant, transparent communication across departments
- More efficient than email, text messages and phone calls
- Fast, high-quality customer support
- Reduced delays and miscommunication, without compromising performance
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“WhatsApp has become an essential part of our ecommerce strategy at Mercedes-AMG PETRONAS F1 Team. It allows us to engage with our customers in a space that feels personal and familiar, while allowing support teams to deliver fast, high-quality service. It’s helped us elevate the customer experience and drive efficiency across the board.”
Shounak Das
Head of Commercial Strategy and Insights, Mercedes-AMG PETRONAS F1 Team
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