Estimated Unique reach
Extending Race Week Presence Across the Capital
For the Velo × McLaren F1 partnership, London hosted multiple popups 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 over five days, using an “official route” through some of London’s busiest central streets and around the main Velo activation sites.
SUMMARY
Client
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
Estimated Impressions: 600,000 - 1,100,000
Estimated Unique Reach:160,000 - 320,000
Project Goals
- Put the Velo × McLaren message directly in front of fans, tourists and stakeholders in the West End.
- Link physical popups and stakeholder venues with high impact moving media.
- Generate coverage suitable for National-level PR.
Activation Strategy & Routes
Iconic Central London Loop
Compact loops designed to stay in front of people on foot:
- 7 × Digital Advertising Bikes with full motion Velo × McLaren messages.
- 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
Estimated Unique Reach
Projected Audience Exposure
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
Creative Output & Performance Tracking
- Pre-event Creative Output & Performance Tracking and store/landmark list (as per client “Official Route” slide).
- On street photos and short clips of all seven advertising bikes around the Velo activation and key landmarks.
- End-of-campaign wrap with:
- 5-day impression and reach estimates
- Route overview and daily timings
- Notes on stakeholder touchpoints and audience response.
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. The partnership achieved consistent digital OOH presence throughout race week.