Goodwood Festival of Speed

Challenge:

  • To promote awareness of Mahindra Racing through presence at popular event
  • To set the electric open-wheel record of the Goodwood hillclimb with outright record-holder and current Mahindra Racing driver, Nick Heidfeld
  • Highlighting Mahindra Racing’s presence as the only Formula E team to be running the hillclimb and attempting to set a brand-new record

Solution:

  • Collaborating with Festival of Speed organisers to maximise coverage of Mahindra Racing’s run on the hills, both through social media and on the live world feed
  • Removing barriers at the Mahindra Racing stall to encourage footfall from the F1 paddock, and allowing the public to interact with both the team and next season’s car
  • Arranging interviews with national television to be broadcast in the lead-up to the event and in highlights programmes.

Result:

  • Successfully setting the electric, open-wheel record
  • New competition category added to the Goodwood Festival of Speed, creating a legacy

Increased interaction with a new audience unfamiliar with Mahindra Racing and Formula E