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