For the Velo × McLaren F1 partnership, London hosted multiple pop-ups and hospitality events. Our brief was to make the partnership unmissable at street level, especially around where key stakeholders were moving.
We deployed a fleet of seven Digital Billboard Bikes (3-screen Digital AdBikes) over five days, using an “official route” through some of London’s busiest central streets and around the main Velo activation sites.
Project Goals
- Put the Velo × McLaren creative directly in front of fans, tourists and stakeholders in the West End.
- Link physical pop-ups and stakeholder venues with high-impact moving media.
- Deliver enough coverage and content to justify national-level PR and internal reporting.
Activation
Compact loops designed to stay in front of people on foot:
- 7 × Digital Billboard Bikes with full-motion Velo × McLaren creative.
- Approx. 6 hours on-street per day over 5 days.
- Real-time coordination with the Velo team via WhatsApp to swing bikes past stakeholder meet-ups and content opportunities.
- Official route looped between:
- Embankment (meet point)
- Key convenience and vape stores in WC2N
- Charing Cross / Northumberland Avenue
- Trafalgar Square and surrounding streets
- Final loops and photo moments at Trafalgar Square
Activation Timeline
Unique reach (estimated)
Using conservative assumptions on Oxford Circus footfall and bike visibility:
120,000 – 220,000
Daily impressions (7 bikes):
600,000 – 1,100,000
5-day total impressions:
160,000 – 320,000
Estimated unique reach over 5 days:
Content & Reporting
- Pre-event route map and store/landmark list (as per client “Official Route” slide).
- On-street photos and short clips of all seven bikes around the Velo activation and key landmarks.
- End-of-campaign wrap with:
- 5-day impression and reach estimates
- Route overview and daily timings
