Siemens Goodwood Festival of Speed

The Brief

Siemens is an organisation synonymous with innovation. Billed as “the world’s greatest festival of motor sport”, the Goodwood Festival of Speed is attended by 200,000 people over four days.

Unprecedented technology transitions are driving change, not just in motorsport, but transportation, grids, energy systems, buildings, infrastructure and industry. More of us are living in cities and we can’t escape the ever-rising pressure on the environment, forcing all of us to act now. With their work in transportation, grids, energy systems, buildings, infrastructure and industry, Siemens is helping to ease that pressure.

At Goodwood, Siemens partnered with Identity to deliver multiple activations, showcasing examples of ingenuity that power the future of transport, infrastructure and industry, helping the world become cleaner, greener and electric.

Deliverables & Highlights

Festivals typically use large, often diesel, generators to provide power. At Goodwood, Siemens showcased a cleaner and greener alternative – the hydrogen fuel cell, a totally off-the-grid and sustainable power source, a first for the event. Energy generated by the fuel cell powered electric vehicle charging points but could be used to power the festival of the future.

Educational graphics were affixed to the hoardings providing festivalgoers with insight into the sustainable energy generation process. Charging barrels were also designed to power electronic devices such as mobile phones – all powered by the fuel cell.

The Results

A truly unique and purposeful activation that made a big statement in a very public place, the Siemens hydrogen fuel cell attracted coverage from Sky News and other media outlets. The Duke of Richmond, owner of the Goodwood Estate, paid homage by drinking a cup of tea made from pure H2O generated by the cell.

“It’s been fantastic to work with Identity. We’ve produced some really clear imagery and some really high impact stuff and the engagement has been absolutely fantastic.” – Director of Corporate Communications at Siemens