Williams and Martini included, in the advert, a complete set of, rather comical, House Rules:
– Always abide by the rules or you will incur a five-second penalty.
– Please observe the local speed limit of approximately 80km/h in the pit lane.
– No wearing a helmet in bed. Helmet hair is not a good daytime look.
– Ear plugs may be required when tuning is in practice
– In colder weather, tyre warmers will be provided. Do not use your own.
– No flag waving, this may distract your neighbours.
– No pets. We find the loud engines scare them.
– No sleepwalking. The nearby pit lane can be a very busy area of track.
To enter this untoward competition, Williams fans, Martini drinkers and/or petrol heads were simply invited to ‘Enter to Win’ on Airbnb where a 100-word creative story was required, detailing what they love about racing and why they should be the lucky one chosen.
‘It’s amazing what Martini has done for racing since its return to Formula One. They really understand the joy and passion of the sport – and celebrate it on and off the track. For me, the Williams Martini Racing garage has always felt like a home away from home and I can’t wait to welcome the winners at Silverstone this summer’, says Williams driver Felipe Massa.
‘At Martini, we’re not just a racing sponsor, we’re race fans. Aside from driving an F1 car, spending a night in the garage is like waking up in your own racing dream,’ explains Bacardi global head of excellence Zara Mirza.
On race weekends pit garages are tightly restricted and usually the preserve of drivers, mechanics and the elite F1 circle and super star guests, but at the heart of this campaign Martini aims to celebrate the joy of racing by opening its garage doors.
This is one of the several recent interesting Martini F1 marketing moves this season – as well as the usual trackside hospitality activations –