Case Study 03 / Velo × McLaren F1

Velo × McLaren F1
7-Bike London
Takeover

Seven Digital Billboard Bikes. Five days. One official route through the West End. Race week presence at street level, timed around popups, hospitality and the people who mattered most.

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01 / Campaign Overview

Extending Race Week Presence Across the Capital

For the Velo × McLaren F1 partnership, London hosted multiple popups and hospitality events. Our brief was blunt: make the partnership unmissable at street level, especially around where key stakeholders were moving.

We deployed a fleet of seven Digital Billboard Bikes over five days, running an official route through some of London’s busiest central streets and around the main Velo activation sites.

Summary

Client

Velo (in partnership with McLaren F1)

Location

Central London: Embankment, Charing Cross, Trafalgar Square & surrounding streets

Format

7 × Digital Billboard Bikes

Duration

5 days

Estimated Impact

600,000 - 1,100,000 impressions
160,000 - 320,000 unique reach

Velo x McLaren F1 Digital Billboard Bikes on a central London street

Velo x McLaren F1 Digital Billboard Bike at street level in the West End

02 / Project Goals

Three Jobs for Seven Bikes

01
Put the Velo × McLaren message directly in front of fans, tourists and stakeholders in the West End.
02
Link physical popups and stakeholder venues with high impact moving media.
03
Generate coverage suitable for national level PR.

03 / Activation Strategy & Routes

Iconic Central London Loop

Compact loops designed to stay in front of people on foot. Seven Digital Advertising Bikes carried full motion Velo × McLaren messages for approx. 6 hours on street per day over five days, with real time WhatsApp coordination with the Velo team to swing bikes past stakeholder meet ups and content opportunities. The official route looped between:

01EmbankmentMeet point
02WC2NKey convenience and vape stores
03Charing Cross / Northumberland Avenue
04Trafalgar Square and surrounding streets
05Trafalgar SquareFinal loops and photo moments

Velo x McLaren F1 mobile bike advertising with seven digital billboard bikes in London

04 / Estimated Unique Reach

Projected Audience Exposure

Estimated Ranges

Using conservative footfall assumptions and bike visibility across the route:

120,000 - 220,000

Estimated daily impressions (7 bikes)

600,000 - 1,100,000

Estimated 5-day total impressions

160,000 - 320,000

Estimated unique reach over 5 days

05 / Content & Reporting

Creative Output & Performance Tracking

Pre-event route planning against the client’s official route slide, store and landmark list.
On street photos and short clips of all seven advertising bikes around the Velo activation and key landmarks.
End of campaign wrap: 5-day impression and reach estimates, route overview and daily timings, plus notes on stakeholder touchpoints and audience response.

Velo x McLaren F1 Digital Billboard Bikes passing Trafalgar Square

06 / Outcome

Sustained Premium Brand Presence

The multiday mobile advertising campaign delivered large scale street level advertising across iconic London locations. High frequency exposure supported popups, hospitality venues and PR objectives simultaneously, and the partnership held a consistent digital OOH presence throughout race week.