RBS retained Synergy to manage its Formula 1 sponsorship throughout their six-year term as a partner of Williams F1, until the end of the sponsorship in November 2010.

Over those six seasons, Synergy provided strategic counsel and drove integrated communications and activation programmes across RBS’s international markets. These included the use of global ambassador, three times Formula 1 World Champion, Sir Jackie Stewart.

Between 2007 and 2009, Synergy developed the RBS Grand Prix Challenge to raise the profile of RBS in key financial centres and to publicise its sponsorship of the AT&T Williams Formula 1 team. The simulator-based activity allowed fans to experience driving a full size Formula 1 car and challenged them to set their fastest lap time. The flexibility of the RBS Grand Prix Challenge enabled activation targeted B2B, B2C and B2E audiences, as well as media.

The RBS Grand Prix Challenge enabled Synergy to implement a fully integrated online/offline strategy. Working with Engine partner agency WCRS&Co, Synergy developed the online RBS Grand Prix Challenge game, which enabled prospective drivers to test their skills against the clock before stepping into the physical simulator in city centre events. Synergy coordinated the event management and PR communications for nine Grand Prix Challenge events across four continents, including events in Singapore, Australia, Paris and Malaysia.

At the start of the 2010 season, Synergy was asked to develop a flexible tool that would be attractive to international markets whilst also commemorating the final year of its Formula 1 sponsorship. Synergy responded with 'Moments in Motor Sport' - an exclusive photographic exhibition which brought together some of the sport’s most exciting and memorable moments. The collection was chosen by Sir Jackie Stewart, the AT&T Williams drivers and the Getty Images photographers who had captured the images.

Exploited across three continents, 'Moments in Motor Sport' provided a cost-effective and engaging hospitality and PR programme for RBS. Synergy continued to work with each of the global markets to maximise these assets and develop an activation plan relevant to their business objectives.