Synergy was appointed in 2009 to increase awareness of Philips’ sponsorship of the AT&T WilliamsF1 Team and create excitement around the brand's Consumer Lifestyle product range.

The focus of the campaign was development of the ‘Philips Driving Academy’, an exciting global promotion that gave consumers the unique chance to drive five laps of Silverstone in the AT&T WilliamsF1 car. Synergy created an integrated programme leveraging a range of above the line, point of sale and PR initiatives that drove entries to a dedicated online entry process.

Alongside the global campaign, Synergy took a wider role to deliver all elements of the F1 programme, advising the global markets and supporting them in their delivery of the rights through retailer incentives and customer promotions. This involved the organisation of the drivers’ appearances, hospitality management at the Grands Prix, internal communications and regular PR activities.