Launch and officially establish the inaugural Mastercard × McLaren partnership by creating must-see, emotionally charged touchpoints at Brussels Airport. The goal is to generate immediate buzz among F1 fans and position Mastercard as the ultimate enabler of priceless racing experiences, transforming travelers’ waiting time into an immersive ‘pit stop’ experience..
The strategic choice fell on Brussels Airport, offering privileged access to a captive and affluent audience. The operation transformed the airport into an immersive F1 experience zone.
Device: Creation of an F1 pit stop experience.
OOH impact: Using the environment generated buzz, captured attention and inspired engagement, converting passive travelers into brand ambassadors.
This campaign takes full advantage of its environment. By creating an immersive ‘pit stop’ experience at Brussels Airport, it achieves three key objectives:
1. Strategic Exploitation: It targets the captive and affluent audience of a major POI.
2. Brand Enhancement: It positively enhances the perception of the Mastercard and McLaren brands
3. Effective Conversion: It transforms passive travelers into engaged brand ambassadors, fueling anticipation for the F1 season. #earnedmedia