Campaign Overview
Extending the Partnership into the City
In the build-up to the Formula 1 Spanish Grand Prix, Velo and McLaren extended their partnership beyond the circuit and into Barcelona's busiest streets. Across two bursts between 27 May and 8 June 2025, we deployed a mixed fleet of Digital Billboard Bikes and Monster 35 sqm Digital Advertising Vans, delivering sustained citywide visibility during race week. The activation focused on high footfall pedestrian zones and key arterial routes, ensuring consistent exposure to both local audiences and visiting F1 fans throughout the city. By combining street level proximity with large format mobile screens, the campaign maintained presence across multiple touchpoints throughout the day. This approach allowed the brand to stay visible as audiences moved between shopping areas, transport hubs, and key event locations.
SUMMARY
Client
Velo (in partnership with McLaren F1)
Location
Barcelona, Spain
Format
3 × Monster 35 sqm Digital AdVans, 4 × Digital Billboard Bikes
Time Period
Dates: 27 May – 8 June 2025 (two bursts)
Estimated impact
Estimated Impressions: 2.3 - 4.0 million
Estimated Unique Reach: 0.8 - 2.0 million
Campaign Objectives
- Deliver high-frequency coverage for the Velo x McLaren partnership around Barcelona during F1 race week.
- Combine close, pedestrian-level impact with large format roadside dominance by using AdBikes & AdVans.
- Reach both local audiences and visiting F1 fans across the city.
Activation Strategy & Routes
Designed for Maximum Citywide Impact
Digital Billboard Bikes – Pedestrian Loops
- Plaça de Catalunya
- Passeig de Gràcia
- Gran Via (eastbound)
- Passeig de Sant Joan
- Sagrada Família perimeter (Carrer de Mallorca / Marina)
- Arc de Triomf perimeter
- Via Laietana
Monster AdVans – Citywide Traffic Loops
Central & Western Loop
Sants Estació → Plaça d’Espanya → Avinguda Paral·lel → Montjuïc → Gran Via (west)
Eastern Seafront & Poblenou
Diagonal (east) → Sagrada Família area → Carrer de la Marina → Ronda del Litoral → Poblenou tech district
Upper-City Business Loop
Av. Josep Tarradellas → Travessera de Gràcia / Santaló / Balmes → Plaça Molina / Via Augusta → Diagonal (Francesc Macià–Glòries) → Ronda General Mitre → Sagrada Família)
Activation Timeline
Aligned with Race Week Momentum
Estimated Unique Reach
Projected Audience Exposure
Allowing for 20% duplication between vans and bikes, and 15% overlap between bursts:
0.48M – 1.23M
Burst 1
0.44M – 1.14M
Burst 2
0.78M – 2.02M
Full campaign
Content & Reporting
Creative Output & Performance Tracking
- 20+ professional photos at major Barcelona landmarks.
- 60-second highlight reel for social and internal use.
- Daily photo drops for live proof of performance.
- Post-campaign report including routes, timings, and final impact ranges.
Outcome
Citywide Digital OOH Impact During Race Week
The multi-format mobile billboard campaign delivered sustained digital OOH visibility across Barcelona during the Spanish Grand Prix. By combining Digital Billboard Bikes with large format Monster AdVans, the activation achieved high street level visibility in both pedestrian and high traffic zones. The partnership secured consistent citywide presence beyond the circuit, reinforcing brand exposure throughout the race week.