Sauber

Challenges

On race weekends, a need for speed applies on and off the track. Thousands of photographs and videos capture the action, with internal teams, 50+ sponsors, and a global network of partners demanding media assets ASAP to fuel omnichannel content experiences for F1 fans worldwide.

To achieve this, Sauber’s comms team needed its content operations to run like a well-oiled machine, recognizing Bynder’s AI-powered DAM platform as the solution that guaranteed speed, agility, and a self-service approach for every stakeholder to intuitively find, use, and share relevant assets with lightning-fast efficiency.

Solution

Bynder has become integral to fulfilling Sauber’s need for speed and satisfying the content-hungry demands of its F1 community, bringing a host of benefits including:

Effortless organization: An intuitive filter-based taxonomy structure and the ability for photographers to easily tag and categorize images upon upload mean fewer bottlenecks and more time saved to focus on higher-value tasks.

Faster content discovery: AI-assisted searching allows Sauber’s comms team to quickly discover and distribute omnichannel content experiences from thousands of race-day photos, without having to manually review them all. This unlocks huge time savings while driving more content ROI and reuse.

“What we love about Bynder is that it integrates into our workflows easily and doesn’t create a bottleneck. Photographers trackside upload photos in real-time and [Bynder AI] helps us find the proverbial needle in the haystack.”

Effective partner enablement: Bynder’s self-service approach means social media teams and external partners can access the portal themselves and find relevant assets as and when they need them. Bynder Express also allows Sauber’s partner managers to curate and securely share curated content collections quickly.

Enabling character-driven storytelling with facial recognition

It’s not only Sauber’s star drivers who attract the cameras on race weekends. Following the behind-the-scenes action can be equally thrilling for F1 fans—from split-second pit stop maneuvers to the lap-by-lap strategies of engineering teams.

Bynder’s facial recognition technology is invaluable in bringing these stories to life, automatically detecting individuals in photos upon upload to Bynder. Sauber’s comms team can quickly find and share content featuring specific team members with its wider network, fueling more personalized, character-driven storytelling.

The result: less time spent sifting through images, more value gained from Sauber’s content library, and a deeper connection between fans and the Sauber brand.