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