Global debuts F1 podcast outdoor campaign in London

Media & Entertainment group Global has launched a 3D anamorphic outdoor campaign across London to promote its Formula 1 podcast Up To Speed, using large-scale digital screens including the Outernet installation and transport advertising formats across the city.

The campaign features full-motion creative showing a Formula 1 car accelerating and moving out of the screen frame, alongside a separate execution for escalator screens on the London Underground depicting a tyre rolling through the visual space. The activity was developed by Global’s in-house creative, marketing and PR teams in collaboration with creative agency Tommy.

Outdoor rollout across London locations

The work appears across several high-traffic digital out-of-home sites, with the Outernet among the key locations used for the 3D execution. The campaign extends into the transport network through escalator screen placements designed to adapt the creative for commuter environments.

The visual approach was developed to reflect the themes of the podcast, which focuses on Formula 1 commentary, race analysis and behind-the-scenes stories from the sport.

Podcast positioning and format

Up To Speed brings together a presenting team made up of Formula 1 media and broadcasting figures, including Will Buxton, Naomi Schiff, David Coulthard and Jolie Sharpe. The format covers race reaction, analysis and discussion of key moments from the F1 season.

Jolie Sharpe, Up To Speed host: “If 6 year-old Jolie could see this now, I think she’d be very proud! I’m so impressed with Global’s creative efforts to promote the show and I think it all looks incredible – the campaign brings the energy and action of Up To Speed to life and seeing it on a giant billboard in the middle of London was a very special moment that I won’t ever forget.”

David Coulthard, Up To Speed host: “I wanted to work with Global on this podcast because they operate like a Formula 1 team, they think big and deliver on promises. Together I believe we can provide insights to the world of Formula 1 and answer the questions that the race fans want answered.”

Audience growth and distribution

The podcast, produced by Global Studios, has reached 1 million downloads. It has also recorded more than 46.6 million video views across social platforms, with 112,000 followers accumulated across YouTube, Instagram, TikTok and Facebook since its launch in February.

Will Buxton, Up To Speed host: “Seeing Up To Speed connect with so many fans so quickly has been brilliant, and this campaign captures exactly what the show is about: big energy, big personality and bringing Formula 1 to life in a fresh way. The scale and creativity of it is hugely impressive, and it’s a real thrill to see the podcast feature on some of London’s most iconic screens.”

Naomi Schiff, Up To Speed host: “Up To Speed has been such an exciting project to be part of, and you can really feel how much Global has gone all in to make it a success. This campaign reflects that! It’s bold, creative and genuinely brings the energy of the sport to life in a really fresh way. It’s been amazing to see it out there.”

www.global.com

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