Experiential Activations at F1 Live in London

With the aim to promote F1 in schools, Velocity needed event activations that would wow the crowds.


Velocity, an experiential marketing company, offered us a complex brief for the provision of a selection of motor sport activities along with branded back drops for the first event of its kind in the world: ‘F1 Live’. The complexity of the brief was less from the provision of the services but the logistical challenges presented by offering an event in Trafalgar Square, 1 day prior to the Silverstone GP.


Out of a range of activities proposed for the event, the chosen activations were the Pit Stop challenge, 3 Bataks in the Dare to be Different activation, remote control racing, the Pit Wall with promotional VT and simulator telemetry linked to the four F1 seats which were all active from midday until four o’clock.


In total we provided 33 meters of branded walling fitted onto two separate free standing frames using a 14mm x 3mm silicon edging strip that was sewn on to the fabric. This allowed for a super fast assembly while, once set up, the aesthetics attributed towards the prestigious F1 Live brand.


The Pit Stop acted as a main attraction where scheduled competitions were held between the attending schools. Students worked in groups, competing against each other for the title as the fastest Pit Stop tyre change. The competition was displayed on the main stage screen with live commentary to the audience. This live coverage from the Pit Stop meant that we had visits from a number of VIPs including Susie Wolff, Jenson Button, the Mayor of London, the Mayor of Westminster and Claire Williams. A live demo of the challenge was also broadcast on the BBC Breakfast show on the morning of the event.


Due to the event’s Central London location, F1 Live involved road closures, as well as public area closures, which challenged us logistically even with well thought out load-in and de-rig procedures in place. However, every issue we encountered on the day we were able to overcome or resolve quickly and efficiently whilst working as a team.



The day ended with live bands on the main stage including Bastille, Little Mix, Kaiser Chiefs and Tom Grennan. Followed by the F1 car parade, with driver’s finally gathering on the main stage to spray the crowds with champagne!


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