Out-of-Home Case Study
Aston Martin Aramco Formula One Team
Bringing Race Weekend Energy Into the City of Miami.
Aston Martin Aramco Formula One Team is a retained multi-year client of One Day Agency. As part of the partnership, One Day supports the team across race activations, helping bring the brand to life around key Grand Prix moments through high-impact media planning, local market activation and culturally relevant fan engagement.
For the 2026 Miami Grand Prix, One Day planned and delivered a citywide out-of-home campaign designed to build local awareness of Aston Martin Aramco Formula One Team in the lead-up to race weekend. The campaign was not only about reaching motorsport fans near the circuit, but about taking the brand into Miami’s lifestyle, cultural and urban environments.
The objective was to connect with existing Formula One fans while also reaching a newer, younger generation of audiences who engage with F1 through fashion, design, entertainment, social culture and city experiences, not just pure racing.
Skills:
Out-of-Home Advertising, Digital Out-of-Home, Race Activation, Sports Marketing, Formula One Marketing, Local Market Media Planning, Lifestyle Brand Activation, Fan Engagement, Media Buying, Campaign Measurement
A Race Activation Built Around Brand, Lifestyle and Culture
Formula One has evolved beyond race-day performance alone. Younger fans increasingly engage with teams through content, identity, design, fashion, music, lifestyle and the broader culture that surrounds each Grand Prix weekend.
For Aston Martin Aramco Formula One Team, the Miami campaign was built around this shift. Miami is one of the most culturally distinctive cities on the F1 calendar, with a strong association with art, nightlife, sport, fashion and premium lifestyle. This made it the right market to position the team as a modern, aspirational and culturally relevant brand.
Rather than limiting the campaign to traditional motorsport environments, One Day selected media that placed Aston Martin into the everyday movement of the city, from high-traffic roadside locations to pedestrian-heavy urban areas and bold mural spaces designed to create standout.
Multi-Format OOH Across Miami
The campaign used three key outdoor media formats: wall murals, large-format digital screens and IKE Network D6 placements.
Wall murals were used as high-impact cultural canvases. They delivered a more editorial, street-level brand presence, helping the campaign feel embedded in Miami’s visual culture rather than simply placed as a standard advert. These formats are particularly valuable for lifestyle-led campaigns because they can create a sense of permanence, local relevance and social shareability.
Large-format digital screens provided premium roadside scale. These placements allowed Aston Martin to appear in high-visibility environments with strong impact for drivers, passengers and city traffic, helping build awareness at speed across key movement corridors.
IKE Network D6 placements added pedestrian-level reach. These digital 6-sheet style screens are placed across urban streets and public areas, giving the campaign repeated visibility among people walking, shopping, commuting and spending time in the city. For Miami, this gave Aston Martin a more human-scale format that complemented the larger hero placements.
Together, the formats created a layered media presence across Miami, combining landmark impact, citywide visibility and street-level repetition.
Strategic Media Placement Around the Miami GP
The campaign ran from 26 April to 8 May, covering the build-up to the Miami Grand Prix and the race weekend period itself.
One Day’s media strategy focused on placing Aston Martin Aramco Formula One Team into the rhythm of the city. The campaign brought race weekend energy beyond the track and into key Miami locations where fans, residents, visitors and lifestyle audiences were spending time.
This approach allowed the team to increase visibility with both dedicated F1 audiences and more casual, culture-led consumers who may engage with the team through the excitement of the Grand Prix weekend rather than technical motorsport messaging alone.
Results and Brand Interest
The campaign delivered 3,844,277 confirmed total impressions across Miami.
Wall murals were a standout format, delivering 3,000,000 impressions against an estimated 1,300,000, representing 230.76% overdelivery. These murals provided the campaign’s strongest scale and created a highly distinctive brand presence in the city.
The MIA-DG-500 large-format digital placement delivered 104,704 impressions against an estimated 68,571, representing 52.7% overdelivery. This gave the campaign a premium digital hero moment in a high-traffic Miami environment.
IKE Network D6 placements delivered 739,573 impressions against an estimated 250,286, representing 295.4% overdelivery. The campaign received 15 added-value panels significantly extending street-level reach.
Results and Learnings
The Miami GP campaign successfully helped Aston Martin Aramco Formula One Team build brand presence beyond the racetrack, reaching audiences across the city through high-impact outdoor media.
By combining wall murals, large-format digital screens and IKE Network D6 placements, One Day created a campaign that reflected the modern role of Formula One in culture. It did not rely only on racing messages or circuit proximity. Instead, it positioned Aston Martin within Miami’s lifestyle environment, helping the team engage fans through creativity, design, city energy and cultural relevance.
The strongest learning was that race activations work best when they extend the team’s presence into the host city. For a younger and fast-growing F1 audience, brand engagement happens across the whole weekend experience, not just on the track. This campaign showed how OOH can make a team feel present, relevant and part of the city’s atmosphere during Grand Prix week.
