Synergy activates Philips event at Silverstone

Chantelle Thorley, 09 November 2009

Event sponsorship specialist Synergy gave one lucky fan the chance to drive an F1 car around Silverstone last Wednesday (4 November) as part of an event for Philips.

The Synergy experiential team designed a global competition to increase awareness of the electronics brand's sponsorship of the AT&T Williams team.

More than 15,000 people entered, with ten finalists being selected to attend a gruelling training programme under the tuition of the F1 team.

The competition's overall winner received further training in the team's state-of-the-art simulator, as well as a one-to-one briefing by F1 driver Kazuki Nakajima, before completing five laps of the Silverstone national circuit in an AT&T Williams F1 car.

"We developed a rigorous training programme in conjunction with the AT&T Williams team that would allow finalists to progress safely from driving a normal road car to driving an F1 car," said Synergy senior account manager Nick Mott. "Very few people get to drive an F1 car so this was a very special moment for our winner."

To add a comment yourself register and let us know your thoughts.