iLOQ campaign spotlights Kimi Räikkönen, son Robin and the next generation

OULU, Finland—iLOQ, a provider of battery-free digital locking and smart access management solutions, has launched a new global brand campaign featuring Formula 1 World Champion Kimi Räikkönen and his son, Robin Räikkönen, centered on the theme of creating opportunities for the next generation.

The campaign, titled “The Next Generation Is Coming,” builds on iLOQ's longstanding relationship with the Räikkönen family. While Kimi has represented the brand for years, the new effort highlights Robin's emerging karting career and Kimi's transition from driver to mentor following his retirement from Formula 1 in 2021.

“I'm a mechanic now, so it's different,” Räikkönen said. “I enjoy doing the mechanic work for Robin and supporting him and trying to explain some corners.”

According to iLOQ, the campaign reflects its broader philosophy that access is about more than opening doors. The company said the initiative focuses on how access can create opportunities, independence and growth for future generations.

“Supporting Robin as he begins his own journey feels like a natural next chapter,” said Heikki Hiltunen, iLOQ board member and former CEO. “It's about opening opportunities for the next generation and giving them the freedom to make those opportunities their own.”

The campaign is anchored by a cinematic film featuring Kimi and Robin at the racetrack and is supported by digital, print, social media and out-of-home advertising, as well as a four-part interview series with Räikkönen. The campaign will roll out across iLOQ's key global markets.

Photo courtesy of iLOQ