Williams Martini Racing



BT signed a deal to become the technology partner for the Williams Martini Racing Formula One team. So much more than just a logo on a car, this partnership presented the perfect opportunity to test and demonstrate BT technology in the most demanding conditions.

That included the analysts working in real time, thanks to data streamed directly from the race track. And engineers reacting to ever changing circumstances to make decisions that materially affect the performance of the car.

Our challenge was to bring this to life in a way that demonstrated BT’s capability to customers (new and existing), engaged and motivated internal staff, and equipped the sales teams with a compelling story to tell. 


Although the cutting edge technology involved was fascinating in its own right, we wanted to go beyond an explanation of the tech to show the impact that BT was having on people’s lives. 

Ultimately, Williams and BT share a passion for technology and performance – enabling people to be the best they can possibly be. This is a world where milliseconds are the difference between winning and losing, and it’s BT’s technology that’s making the difference. 

We created a master film featuring their legendary driver Felipe Massa, their team Principal, Claire Williams, and the engineering team, from CTO to track-side personnel. We filmed over the period of a race weekend to get under the bonnet of the ways in which BT’s technology was making a difference. 

We developed materials for internal teams to help them understand more about the sponsorship and why it was important.. We engaged with senior BT staff, including Group CEO Gavin Patterson, to explain why this partnership mattered and fed this into video, infographics, written case studies and fast facts. 

Finally, we planned and staged a VIP event for a selection of key customers and invited Felipe and the CTO from Williams to talk about their experience working with BT and the journey they are on together.

This film is clearly a step change in what we do, how we do it and the way we want to tell our story
— Jim Burke, BT


  • Master video 
  • Films created specifically for social channels
  • Online case study 
  • Planning and execution of a VIP event 
  • Engagement comms for the sales force
  • Content included infographic and social assets


  • Over 400,000 video views
  • Content with the Williams story out performed other brand messages by up to 60 times in social channels
  • The event itself contributed to a direct revenue of over £60k and contributed to a number of multi-million pound deals