In an exciting lead up to the British Grand Prix, Williams Racing F1 team unveiled their interactive fan zone at Piccadilly’s Below The Lights. For an entire week, the public immersed themselves in a thrilling, F1 racing experience that delivered 2m online social media impressions.

the cHALLENGE

The challenge was to raise awareness and build excitement for the British Grand Prix at Silverstone by bringing the energy of race week to Piccadilly Circus. The objective was to transform Below The Lights into an experiential hub, encouraging people to get involved and enjoy their own immersive racing experience.

the SOLUTIONBy incorporating cutting-edge technology, Williams brought the thrill of Formula 1 closer to the public with unparalleled access, offering unforgettable experiences and interactions with a full takeover of Piccadilly Lights and Below The Lights. The fan zone took engagement to the next level with retro gaming stations, driving simulators and official F1 Williams Racing merchandise. This innovative approach amplified the excitement of race week and showcased the team’s commitment to accessibility and fan involvement.

OutcomeS

• The Williams Racing fan zone footfall attendance totalled approx. 20.9k (around 3.5k a day)
• 2m social media impressions on Williams Racing fan zone content
• It delivered the highest digital property visits and highest page views during a 2024 Williams Racing fan zone