In early 2005, Williams F1’s five-year relationship with manufacturer BMW ended, leading to the need to re-brand at Williams F1. To enhance the success of the WilliamsF1 Team in its 2006 campaign, it was crucial for the re-branding to progress quickly and with first-class results. The website launch was an essential component, as was the new team identity. Both elements fundamentally supported Williams F1’s goals. Its vision for a re-branded website was for a single online portal providing a 360-degree view of the organization as a dedicated Formula One team.
Williams F1 leveraged Accenture’s managed services solution for digital marketing for the design, build and hosting of the new website. Catering for Williams F1’s three core audiences was central to Williams F1’s plan. Accenture and Avanade designed the new site to serve the three distinct communities that would provide website readers with carefully targeted content. From a site management perspective, the Williams F1 Team wanted to be able to upload news, photography and articles so that the site could be updated quickly and easily. For site visitors the critical success factors were to ensure the site would be easy to navigate, secure and always available during times of high site traffic, such as on race days.
In delivering the new website, Accenture utilized Avanade's development centre in Hyderabad, India. The website was built on Microsoft .NET architecture in the C# language using the ASP.NET programming framework. The team also used Enterprise Library to accelerate development and ensure on time delivery. Avanade’s deep technical expertise in the Microsoft Server architecture was used to ensure that the site was delivered successfully.
The new Williams F1 site easily handled high visitor numbers on race weekends, meaning that fans, media and business partners always had access to the site. With deadlines being so tight, Williams F1 needed this project to run like clockwork and the Accenture / Avanade team delivered a best in class project on time and within budget.
During the 2006 racing season, Williams F1 had a content management system for its website that was simple to use and which helped to generate revenue from fans and supporters. The site also helped to feed the media with stories more easily, helping to generate sponsorship, build a fan base and get Williams F1 into the back pages on a regular basis.