Santander BPG25 Fan Zone Experience x DRPG

Client: Santander

Silverstone

The Santander BGP25 Fan Zone at Silverstone transformed Santander’s presence at the British Grand Prix into a dynamic, fan-first experience. Rather than relying on brand visibility alone, the activation was designed to create genuine value for racegoers, inviting them to explore, interact and connect with both the sport and the Santander brand in meaningful ways.

Set within one of the most competitive brand environments in global sport, the challenge was to stand out by offering more than spectacle. The solution was a fully immersive trackside ecosystem that balanced high-energy interaction with moments of comfort and connection. At its core was the Santander Work Café, a premium, motorsport-inspired space offering seating, refreshments and digital connectivity, while also acting as a gateway to Santander Open Academy and wider brand initiatives.

Surrounding this were a series of interactive experiences designed to capture attention and encourage participation. From the AI-powered “Suit Up” experience, which placed fans alongside Williams Racing drivers, to hands-on challenges like tyre lifting and reaction testing, each element was built to generate excitement, dwell time and shareable content. A live stage featuring high-profile F1 talent further elevated the experience, providing rare access and positioning the Fan Zone as a must-visit destination.

Despite tight timelines, budget constraints and complex Formula 1 approval processes, close collaboration between Santander, DRPG and key partners ensured a optimum delivery. Every touchpoint was aligned to clear objectives.

The results were exceptional. Over 16,600 fans engaged with the activation, with average dwell times far exceeding industry benchmarks.