iLOQ, a prominent name in sustainable smart access management, has initiated a global brand campaign with Formula 1 World Champion Kimi Räikkönen and his son Robin.
The campaign, dubbed "The Next Generation Is Coming," underscores the potential unlocked when new generations are empowered with advanced solutions. This initiative builds on iLOQ's enduring relationship with the Räikkönen family and highlights its commitment to innovation in sports partnerships.
Battery-free Digital Locking Solutions
The partnership spotlights Kimi Räikkönen in his new role post-retirement, as he mentors his son, Robin, in karting. Kimi, who retired from Formula 1 in 2021, now adopts the role of a hands-on supporter and mechanic, aiding Robin in navigating the racing world. "I'm a mechanic now, so it's different," Kimi explained. He values providing advice while granting Robin the autonomy to make his own decisions on the track.
iLOQ's campaign extends beyond traditional notions of access by promoting opportunities that accompany progress. Their battery-free digital locks and mobile access solutions enhance security and flexibility. These innovations align with the core theme of opening doors for future generations to thrive.
Nurturing opportunities for future generations
The partnership symbolizes a new chapter in supporting Robin's journey
Heikki Hiltunen, iLOQ Board Member and former CEO, emphasized the company's vision: "Access has always been at the heart of what we do, but what really matters is what it makes possible." Highlighting the collaboration with Kimi, he described him as embodying key iLOQ values such as integrity and perseverance. The partnership symbolizes a new chapter in supporting Robin's journey, showcasing iLOQ's dedication to fostering the potential of rising talent.
Räikkönen's unique approach to mentorship
The campaign presents a fresh perspective on the Räikkönen family, focusing on their future in racing rather than reflecting on Kimi's illustrious past. Kimi prioritizes instinctive learning for Robin over data-driven analysis, fostering independence and a personal understanding of racing. "It's probably going to take longer, but at least he figures out in his own head what is the correct way," Kimi said, underscoring his belief in self-guided development.
Robin's enjoyment and growth in racing hold more significance for Kimi than achieving immediate results, reflecting a profound understanding of success. This long-term vision aligns with iLOQ's ethos of enabling continuous advancement and innovation.
Global campaign strategy
Featuring a cinematic hero film with Kimi and Robin, the campaign is bolstered by digital and out-of-home advertising, along with a four-part interview series delving into Kimi's transition and philosophies on nurturing young talent.
Various media channels, including digital out-of-home, social media, and print, will broadcast the campaign across key global markets, alongside iLOQ’s platforms and partner communications. This approach continues to strengthen the well-established relationship between iLOQ and the Räikkönen family.
iLOQ, a global technology company providing sustainable smart access management solutions that enhance security, flexibility and convenience, has partnered with Formula 1 World Champion Kimi Räikkönen and his son Robin Räikkönen for a new global brand campaign centred on the next generation – and the opportunities that can be created when they are given access to move forward.
Under the theme “The Next Generation Is Coming,” the campaign builds on iLOQ’s longstanding relationship with the Räikkönen family and its broader history of sports partnerships. Having supported Kimi for many years, iLOQ extended that relationship to Robin as he began his own racing journey.
Battery-free digital locking
The campaign now follows Kimi and Robin at a moment when their respective relationships with racing look very different. Kimi, who retired from Formula 1 in 2021 after a career spanning more than two decades, is now supporting Robin as he develops his own path in karting. As Robin begins to make his own mark on the track and see results from years of hard work, the campaign captures a coming-of-age moment in that journey – and the perseverance, commitment and independence being passed from one generation to the next.
For Kimi, that has meant exchanging the driver's seat for a new role. “I'm a mechanic now, so it's different,” said Kimi Räikkönen. “I enjoy doing the mechanic work for Robin and supporting him, and trying to explain some corners – maybe you should try this or that. But I always give him his own option. I only say, maybe this could be better, and at least give it a go – and then it's up to him to choose.”
The campaign’s focus on opening opportunities for the next generation reflects iLOQ’s broader vision of what access can enable. Through its battery-free digital locking and mobile access solutions, iLOQ enables secure access to the places people need to enter, while the new campaign takes that idea beyond the literal door to consider what access can make possible.
Competence to deliver beyond
“Access has always been at the heart of what we do, but what really matters is what it makes possible,” said Heikki Hiltunen, iLOQ Board Member and former CEO.
“We’ve worked with Kimi for many years because he personifies many of the values that have shaped iLOQ – integrity, hard work, perseverance, and the confidence and competence to deliver beyond what people expect. Our own story has always been about combining that heritage with innovation and continuing to move forward. Supporting Robin as he begins his own journey feels like a natural next chapter. It’s about opening opportunities for the next generation and giving them the freedom to make those opportunities their own.”
Familiar part of modern motorsport
The campaign marks a different kind of appearance for Räikkönen. Rather than looking back at his Formula 1 career, the campaign focuses on what comes next for his family – racing, the lessons he is passing on to Robin, and his belief that young athletes need space to develop independently.
That extends to how Kimi approaches Robin's development. While data and video analysis have become an increasingly familiar part of modern motorsport, Räikkönen says their approach is deliberately more instinctive.
Developing young talent
“We don't really look at videos, we don't look at data, and I don't own a computer, so it's slightly different than maybe many others,” Räikkönen said. “But I prefer that he learns himself. It's probably going to take longer, but at least he figures out in his own head what is the correct way. And I think if he wants to keep going and try to achieve something in the future, it's the better way.”
For Räikkönen, that also means taking a longer view of what success looks like. While results matter, he says watching Robin learn and continue to enjoy racing is more important than any individual finish.
Out-of-home advertising
The campaign is led by a cinematic hero film featuring Kimi and Robin together on the racetrack, supported by photography, digital and out-of-home advertising, and a four-part interview content series with Kimi. Conversations explore his transition from racing to supporting Robin, his philosophy on developing young talent, the realities of family life around racing, and what experience has taught him about learning from the past while continuing to look forward.
The campaign will roll out across iLOQ's key global markets through digital out-of-home, social media, print, online video and other channels, alongside iLOQ's own platforms, industry events and partner communications, continuing to build on the longstanding relationship between iLOQ and the Räikkönen family.
