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[Jabberwocky]

Does F1 advertising work on anyone? I don't think I have ever thought I know I will by x because they sponsor y.

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[What's Burning?]

It's like coupons. Some people buy crap they don't normally buy just because they've got a coupon. In the end, it must work otherwise they wouldn't be throwing the millions they throw at it.

[Jabberwocky]

My mobile phone is not a company that advertises in F1. I chose them years ago because they covered my house and never changed since.

My car was chosen because I had never had one of that make before.

I drink bitter

I buy fuel at the cheapest station

I try not to drink energy drinks. If I have to I drink reckless.

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[spankyham]

Can't be working on me, I don't own a Ferrari ...... but then again, I do have one Merc

[sagi58]

No Ferrari's in my past, none in my present and unless I win BIG in the lottery, there won't be one in my future!
I couldn't afford the tax on the insurance I'd need to drive it!!

[What's Burning?]

I don't drink whiskey, I don't have dandruff, I've never drunk an energy drink. I do have a Hugo Boss suit, but that was because my sister got me a great deal on it.

[geetface9]

Advertising works on the subconscious. If there's something I've never bought before and I can only think of one brand because I saw it somewhere, I usually buy it because I've heard of it before. It can be as simple as that

[myownalias]

When I watch F1 or read about F1; I generally tend to tune out the sponsors...

It must work on some people though; I can't see companies ploughing tens of millions of <insert currency here> if there was no return!

[CookinFlat6]

With Merc for example, we can see that the association with F1 and its drivers has changed the companies image, made it trendier, widened the appeal.
Maybe a few young German photocopy salesmen had the choice between an Audi or Merc for company car and remembered the 'rap' style of the advert and thought it would make them appear a bit more trendy blasting down the autobahn
Advertising doesnt sell products, it sells lifestyles and the perceived benefits of the product

[LRW]

Off the top of my head, products Im aware of in F1 (apart from manufacturers):

Redbull
Vodafone
Santander
Burn (or whatever the coke energy drink is called)
Head and Shoulders

Of those products I use 3 (RedBull, Vodafone, H&S), and have been using them for years before they came into F1. Out of the other two - I *may* try one if given the opportunity to (Burn), but would not seek the product out myself. And as for Santander - I might compare one of those products against others, and if competitive would use it. But my descision to use it would not be swayed by the fact they are in F1.

Manufacturers
I was fully aware of all current manufacturers before they came into the sport. Im currently in the process of buying my next car - and one of them is on the shortlist. But they are such mainstream manufacturer, that they would of been on the shortlist if I watched F1 or not.

Conclusion
The only product Im now aware of that I wasnt before, I have no plans to drink. And I would only be likely to try it if someone offered it to me - the same as if I had never seen it before.

So - the has the advertisement worked? No.

[Jabberwocky]

To add on from that. I do bank with Santander. Well I opened a savings accounts in the 80`s with Abbey National

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[Jabberwocky]

this just came up on my facebook feed. it is an odd bit of advertising.

I like the exhaust

[Hammer278]

I still don't fancy Mercedes road cars and probably will never buy one (unless their style changes heavily). But I might get a Blackberry if I like the model and how it looks (with them being a Merc sponsor at the back of my mind), so maybe it does work, a bit.

I don't think those guys have labels on cars thinking that people are going to run out of their houses and buy those products just because they saw them on the F1 cars. It's a gradual process....the name becomes ingrained in your mind and you might start talking about it/spreading the word around and this is when their ROI starts coming into play.

[1Lemon]

It's less that adverts make you want to immediately go out and buy something, it's more brand awareness; like how when I was unemployed the first employment agency I could think of was Ranstad.

[1Lemon]

But I might get a Blackberry if I like the model and how it looks

You better be quick before they go bankrupt.