During recent Formula 1 seasons, the agency has been responsible for the coordination and management in Europe of the activation of Bang & Olufsen (B&O) related to its sponsorship in the premier category of motorsport.
During recent Formula 1 seasons, the agency has been responsible for the coordination and management in Europe of the activation of Bang & Olufsen (B&O) related to its sponsorship in the premier category of motorsport. A strategic experiential marketing project that, in 2022, was developed with the Williams F1 team, and has subsequently evolved with the Ferrari Formula 1 team, one of the championship’s historical benchmarks.
The activation has materialized through a series of boutique events held in key Bang & Olufsen stores across Europe, conceived as exclusive experiences for the brand’s clients and partners. SevenMila has managed the comprehensive planning, coordination, and execution of these events, adapting each action to the local context and the premium positioning of Bang & Olufsen.
The central focus of the experience has been the implementation of an official Ferrari simulator, allowing attendees to immerse themselves directly in the world of Formula 1. This activation has gone beyond the traditional brand event format, offering clients a distinctive experience that combines technology, emotion, and high performance, in line with the shared values of Bang & Olufsen and Ferrari.
With this activation, Bang & Olufsen has successfully brought its association with Formula 1 to the point of sale, transforming its retail spaces into experiential settings and strengthening the emotional bond with its clients. For the agency, this project consolidates its position as a strategic partner in managing high-level international activations, especially in the fields of sports, luxury, and experiential marketing.