Case Study 01 / Velo × McLaren F1

Velo × McLaren F1
Barcelona Grand Prix
City Takeover

Two bursts between 27 May and 8 June 2025. A mixed fleet of Monster 35 sqm Digital AdVans and Digital Billboard Bikes. While the grid formed at the circuit, the partnership took over the streets of Barcelona.

Velo advertising campaign using a digital ad bike and mobile billboard in the city, showcasing LED advertising screens and street advertising boards.

01 / 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 for the whole of race week.

The activation focused on high footfall pedestrian zones and key arterial routes, keeping the message in front of local audiences and visiting F1 fans alike. By pairing street level proximity with large format mobile screens, the campaign held presence across multiple touchpoints throughout the day, staying 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

27 May to 8 June 2025 (two bursts)

Estimated Impact

2.3 - 4.0M impressions
0.8 - 2.0M unique reach

VELO Ad bike advertising campaign by Mobile Billboards

Velo x McLaren F1 Digital Billboard Bike in central Barcelona

02 / Campaign Objectives

What the Partnership Needed

01
Deliver high frequency coverage for the Velo x McLaren partnership around Barcelona during F1 race week.
02
Combine close, pedestrian level impact with large format roadside dominance by running AdBikes and AdVans together.
03
Reach both local audiences and visiting F1 fans across the city.

03 / Activation Strategy & Routes

Designed for Maximum Citywide Impact

Digital Billboard Bikes: pedestrian loops. The bikes worked the places only bikes can, circulating where the crowds walk:

01Plaça de Catalunya
02Passeig de Gràcia
03Gran Via (eastbound)
04Passeig de Sant Joan
05Sagrada Família perimeterCarrer de Mallorca / Marina
06Arc de Triomf perimeter
07Via Laietana

Monster AdVans: citywide traffic loops. Three planned loops kept the large format screens moving through the city’s heaviest traffic corridors:

Central & Western Loop: Sants Estació, Plaça d’Espanya, Avinguda Paral·lel, Montjuïc, then Gran Via (west).
Eastern Seafront & Poblenou: Diagonal (east), the Sagrada Família area, Carrer de la Marina, Ronda del Litoral, into the Poblenou tech district.
Upper City Business Loop: Av. Josep Tarradellas, Travessera de Gràcia / Santaló / Balmes, Plaça Molina / Via Augusta, Diagonal (Francesc Macià to Glòries), Ronda General Mitre, back to Sagrada Família.

Van advertising for VELO using Monster digital ad van as part of mobile billboards campaign

Van advertising and bike advertising for VELO using Monster digital ad van and ad bikes as part of mobile billboards campaign

04 / Activation Timeline

Aligned with Race Week Momentum

Burst 1

06 Days

27-28 May, 31 May-1 Jun, 2-3 Jun

4 × Digital Billboard Bikes
3 × Monster AdVans

Burst 2

05 Days

4 June to 8 June

4 × Digital Billboard Bikes
3 × Monster AdVans

05 / Estimated Unique Reach

Projected Audience Exposure

Estimated Ranges

Allowing for 20% duplication between vans and bikes, and 15% overlap between bursts:

0.48M - 1.23M

Burst 1, estimated unique reach

0.44M - 1.14M

Burst 2, estimated unique reach

0.78M - 2.02M

Full campaign, estimated unique reach

Velo x McLaren F1 Monster AdVan and Digital Billboard Bikes across Barcelona during race week

06 / 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.

07 / Outcome

Citywide Digital OOH Impact During Race Week

The multi format mobile billboard campaign delivered sustained digital OOH visibility across Barcelona for the whole of the Spanish Grand Prix. Pairing Digital Billboard Bikes with large format Monster AdVans put the partnership in front of pedestrians and traffic at the same time, and kept it there. Velo and McLaren held a consistent citywide presence far beyond the circuit, reinforcing the partnership throughout race week.