One of the most famous racing circuits in the world, Silverstone has held a place on the F1 calendar for over 70 years. Between Thursday, the 4th and Sunday, the 7th of July, round 12 of the 2024 season was held here on the 3.666-mile circuit in Towcester, the home of British motorsport.
The 2024 British Grand Prix was a resounding success with record-breaking event attendance - 480,000 visited over the weekend, and 164,000 were present for the Sunday Grand Prix as Sir Lewis Hamilton secured his ninth win.
Despite the challenging weather, fans cheered on their home drivers whilst experiencing the festival-like atmosphere at the post-race concerts with performances from King of Leon, Stormzy, Pete Tong and Rudimental.
The Events Structure were at the British Grand Prix with two client brand activations:
Skoda
Earlier this year, Skoda announced that they would be the official car partner for Silverstone. As part of the partnership, Skoda had a brand presence at the fan zone with an activation consisting of two Gallery customised containers on either side of an Impact Plus, a vision of Collider.
The first Gallery container activation housed the 1957 Skoda 1100 OHO Red Racer classic. With only two remaining in the world, the car was a showstopper. The other Gallery contained a DJ and photo booth picture where fans could get their picture in a GT racer.
The Impact Plus multi-deck container challenged participants to "unleash the power" in an F1 driving simulator game with four gaming stations. The upper deck allowed for a seating area for fans to enjoy the atmosphere.
Outside the activation were three new Skoda models available to purchase, Kodiaq, Octavia and Enyaq, displayed, and an outdoor seating area.
Topps
Earlier this year, F1 and Topps announced an exclusive long-term renewal. The official license of the Formula 1 trading card and sticker collection was at Silverstone working alongside Chameleon Events with a Statement Premium shipping container cluster.
In one of the lower containers of the activations, festival-goers could purchase the official starter packs. Inside the other, a personalised photograph Topps Turbo Attax card. The upper deck provided a place for fans to enjoy the atmosphere.
To enquire about an event shipping container conversion or temporary event structure, don't hesitate to get in touch with The Events Structure today on 0161 821 1010.
Looking for more automotive event inspiration? Read Automotive Event Marketing in Action: Five Campaigns from the British Grand Prix and Goodwood Festival of Speed to see how agencies and brands delivered memorable activations at two of the UK's biggest automotive events.