McLaren Racing Live: London

Client: McLaren Racing

To drive excess Share of Voice for McLaren around the British Grand Prix in the race for Formula 1’s rapidly growing fanbase, we transformed Trafalgar Square into two-day, free fan festival that brought the paddock to the people like never before.

Our event saw the iconic landmark transformed into a festival of papaya with over 37K fans coming together over two days (in a 7K capacity space), standing out with incredibly rare access and community atmosphere in a sport that’s almost always experienced through a screen. Featuring priceless cars, driver appearances, livery reveals, driving simulators, pit-stop challenges, and all-day on-stage programming, this unforgettable racing culture experience dominated the build-up to the race and exceeded all our targets across Share of Voice, attendance, sign-up and NPS. McLaren Racing Live: London proved that clear strategy, bold design, meticulous execution, and fan-first thinking can turn outdoor spaces into powerful engines for brand impact, both in person and online.