Out-of-Home Case Study
Aston Martin Formula One
A Bold Takeover to Celebrate Formula One’s Return.
To kickstart the Formula One season in style for the F1 75 Event, One Day Agency supported Aston Martin to deliver an unforgettable out-of-home and experiential takeover at North Greenwich station—London’s gateway to the O2 Arena. This bold activation transformed the station into an Aston Martin F1 universe, immersing over 1.5 million commuters in the spirit of the sport through sight, sound, and interaction.
Across a two-week campaign, we executed a full station domination across 70+ high-impact formats, paired with a show-stopping experiential display: a full-sized Aston Martin F1 car, a branded photo booth, bespoke cupcakes via Lola’s Pit Stop, and real-life team ambassadors. The result? A standout brand moment that connected emotionally, visually, and socially—at every stage of the commuter journey.
Skills:
Experiential Advertising, Underground Advertising, Out-of-Home Campaign, Media Planning and Buying, Audience Research and Insights
Experiential Elements That Elevated the Impact
The campaign strategy focused on frequency and dominance. One Day Agency enhanced the static formats with high-touch moments:
F1 Show Car Placement: Parked at the main entrance, the vehicle served as a magnet for fan interaction.
Lola’s Pitstop Cupcake Stall: A brand collaboration between Aston Martin and Lola’s Cupcakes, rebranding Lola’s store into an F1 Pitsop and handing out over 1,000 Aston Martin-branded cupcakes were distributed, turning passive reach into active engagement.
Branded Photo Booth: A simple but effective souvenir generator.
Ambassadors & Security Teams ensured seamless interaction across the activation.
These immersive additions transformed static footfall into memorable interaction, bringing Aston Martin’s racing spirit to life in a way that was both tangible and shareable.
Strategy, Scale, and Show-Stopping Moments
Across 70+ touchpoints, passengers were met with an uninterrupted visual narrative:
36 Escalator Panels (LEPs), 6 Escalator Fins/Silversides, and 28 6-Sheets created immersive storytelling throughout the vertical journey.
Entry/Exit panels and ticket gateways captured attention at choke points.
Digital 6-sheets, gallery screens, and cross-track 48-sheets delivered dynamic and dwell-time-rich impressions.
With an average daily footfall of 95,000–100,000 passengers, plus a spike on February 18th linked to event attendance at the O2, the campaign delivered sustained visibility and engagement.
Results and Brand Impact
With 48.8 million total impressions, the campaign exceeded expectations in reach and resonance. Search volume for both “Aston Martin F1” and “Aramco” spiked leading up to and during the campaign period, validating the effectiveness of the full station takeover. Social media mentions using hashtags like #AstonMartinF1Team also climbed steadily, with Spain noted as a leading source of engagement.
This campaign demonstrated how combining OOH scale with experiential creativity can deliver more than impressions—it builds brand love.
