On 10 May, Williams Racing launched a multi-channel campaign celebrating its 750 Formula One (F1) Grand Prix – becoming only the third team in the series’ history to reach the milestone.
To mark the moment around the 23 May Monaco Grand Prix, the team rolled out an integrated campaign which not only highlighted the incredible journey of the organisation founded by Sir Frank Williams and Sir Patrick Head in 1977, but which also offers fans a chance to have their name on the FW43B’s halo for the Monaco GP.
According to the campaign’s PR content, since its inception the core foundation of Williams Racing has been its people: built around the idea that when you join the team as a driver, a staff member, or a supporter you become a part of the Williams story. So the campaign reinforces this idea by encouraging and enabling fans, employees and sporting personalities to remember the race or the moment in their lives when they first began following and supporting Williams and then asking a simple question: What’s your race number?
At the heart of the project is a bespoke race calculator on the Williams website which generates the race number for each user. To calculate how many races any fan has been a fan of Williams Racing for, viewers simply need to click on the calculator here.
After finding their number on the anniversary site, fans are invited to enter a competition to be one of the 100 lucky winners to have their name emblazoned on the halo of the FW43B over the Monaco race weekend.
The digital-first initiative is promoted across the team’s digital and social channels and supported by a PR push.
We're all set for our 750th Grand Prix in Monaco!
And we want 100 lucky fans to be involved in a very special way. Find out more…
— Williams Racing (@WilliamsRacing) May 10, 2021
Here's your chance to have your name on our car for the #MonacoGP
Find out your #Williams750 race number and enter the competition here! https://t.co/DhF13Ybucx
— Williams Racing (@WilliamsRacing) May 12, 2021
Who wants to be one of the 100 names on our car at the #MonacoGP?
Enter below #Williams750
— Williams Racing (@WilliamsRacing) May 13, 2021
Supporting content also highlights some of the inspirational stories from the people that have made the team such a success and lasting sports brand.
A further shoppable strand of the campaign offers fans a chance to purchase celebratory Williams Racing Umbro 750 Grands Prix merchandise and a special Automobilist poster that will be on sale to mark the occasion.
At the Monaco Grand Prix itself, the FW43B will sport a special ‘750 Grands Prix’ logo whilst each team member’s race count will feature on their individual kit.
“Williams has always been about people; those that work for the team, along with our fans from all across the world. This milestone is about celebrating everyone that has been on this journey to 750 Grands Prix and will continue to be on this journey with us, as the team heads into a new era,” said new Williams Racing CEO Jost Capito. “We’re excited to share some of the incredible stories that have made the team what it is today and hear from supporters who have their own amazing tales of what Williams means to them.”
Comment:
Only Ferrari and McLaren have raced in more Grands Prix than Williams and this initiative continues to see the team strive for inventive engagement through new technology.
We hope it works more smoothly than the team’s pre-season AR car launch campaign which was hacked and axed.
Williams Grand Prix Engineering Limited’s has secured 16 FIA Formula One World Championship titles since its foundation in 1977: nine of which were won in the Constructors’ Championship in association with Cosworth, Honda and Renault and seven in the Drivers’ Championship with Alan Jones, Keke Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve.
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