Activating within the world of Formula 1 requires more than a logo and a tent. Fidelity needed a premium footprint that could command attention, handle high traffic, and operate seamlessly through unpredictable weather and nonstop crowds. The solution had to reflect the brand’s reputation for excellence while also being practical: fast to deploy, efficient to run, and able to support lead generation through a frictionless experience.
Rather than a standard pop-up, we deployed a semi-permanent experiential booth — a standout structure that felt more like a premium retail environment than a temporary installation. Designed for durability, weather resistance, and high-volume throughput, the space featured sharp branding, clean lines, and an intuitive guest flow. To drive engagement, we implemented a QR-code-based entry system for Fidelity’s giveaway program, allowing attendees to quickly scan and sign up using their own devices — no iPads, no delays. The seamless digital capture process ensured data integrity and kept the activation moving.
Our team managed the full scope: booth production, compliance with F1 regulations, staffing, installation, takedown, and real-time troubleshooting. Premium giveaways — including branded merch and exclusive Fidelity items — were strategically distributed to reinforce brand value and reward engagement. On-site ambassadors were trained to speak to the Fidelity brand confidently and professionally, ensuring every interaction reflected the trust and performance the company is known for.
The program delivered exactly what Fidelity needed: high visibility, high engagement, and thousands of new leads collected through direct QR sign-ups. The booth became a destination within the grounds, with consistent foot traffic and overwhelmingly positive attendee feedback. For Fidelity, this wasn’t just a brand play — it was a marketing engine. The execution proved that in a space built on speed, precision, and excellence, Fidelity — with BRMG at the wheel — delivered on all three.
