Accelerating brand purpose for F1 fans in London
Lenovo - the official technology partner for F1 - tasked us to showcase their sponsorship, its technological capabilities and bring new fans to F1. We created a fan-centric experience in the heart of Covent Garden where guests could enjoy VR5 motion simulators, an AI driver filter photo activation and branded F1 show car. The activation featured celebrity and influencer guest appearances with authentic content and Lenovo presence.
Challenge
Lenovo tasked us to showcase their partnership, its technological capabilities and bring new fans to Formula 1.
Solution
TBA curated and delivered an immersive, cutting-edge experience in the heart of Covent Garden to celebrate their partnership with Formula 1. We created a fan-centric experience with motion simulators, large LED screens and Totems and branded F1 show car. The activation featured celebrity and influencer guest appearances with authentic content and Lenovo presence.
The Results
9:45
Average Dwell Time
9M
Reach of social media coverage
7.8M
Reach of nation media coverage
16,000+
Vistors to the stand
Driving social media coverage and consumer personalisation, we bought all consumers into Team Lenovo and allowed them to create their own AI driver.
900
AI drivers Generations
1103
Downloads & Shares
