Formula 1 Partner Launch
Knowing and working with Mike for over 20yrs, we had all the confidence in his team at BAP to deliver for our new sponsor launch announcement, F1 Haas Racing Team and MoneyGram! We knew we could rely on BAP as trusted supplier working on our tight timeline. We were very happy with the results.
- Derek Cummings, Boom Ventures
The Opportunity
There are ten Formula 1 Race teams competing on the world circuit with a global fan base of nearly 500 Million. The amazing cars, Team politics and the ever entertaining competitive personalities of the drivers make F1 one of the greatest sporting events on the planet.
Haas Racing was preparing to launch a new US partner and their agency, Boom Ventures rang BAP, we most certainly answered. In actuality it happened in a quick conversation in the parking lot after a round of golf between a long time client Derek Cummings working with Boom Ventures and BAP Co-Owner Mike Meador when Derek said, “Hey, I have a project we need some help with, what do you think.”
The Challenge
Transform an Austin coffee shop into a branded event space worthy of the Haas F1 launch of their newest partner “MoneyGram. Our team leapt at the opportunity and began to work to print a truly unique blend of assets. With only 7 working days to produce and nearly 3 Weeks worth of production the clock was ticking.
The Haas/MoneyGram launch required a wide variety of assets that went into pre-press immediately and then production all while coordinating logistics to move everything from our production facilities in Denver, CO to Austin, TX for their event prior to the largest US Formula One Race just a week away.
3M Wall Decal including on site Installation
Low Tac 3M Table Decals
Multiple Media Walls, also known as a Step & Repeats
Custom decals for coffee cups
Premium Give-a-ways and street team elements such as custom hats, lanyards, & p.o.p.
Sidewalk A-Frame/Signicades
Banners
The Solution
This was simple, there was no time to waste, the race was on and it was time to go! A collective team based approach and years of experience delivering the (nearly) impossible. Team BAP was in the drivers seat.
The Curveball
Monday morning, delivery week: The first few products were prepped to ship and scheduled to arrive Wednesday in plenty of time for the Thursday afternoon press conference. The balance of the assets were shipping on Tuesday with the last few elements planned to finish Wednesday and they would have to ship overnight Delivery for an afternoon event. By Monday afternoon the Thursday afternoon press conference became a Thursday 8am event to accommodate the Netflix film crew from their hit show “Drive to Survive" meaning Wednesday shipping was off the table.
Like Max Verstappen in the last lap at Abu Dhabi in 2022, BAP accelerated the timeline and started looking for flights. Janelle Harrington our Sr. Customer Success Manager was up to the task and planned to hand carry the last and most important assets and meet the install team onsite to ensure by 8am on Thursday everything was perfect.
The Biggest Opportunity
When Janelle touched down in Austin early Wednesday evening, she had no idea that our biggest challenge was yet to come. Joe’s Coffee shop is an operating business and at the last minute we were informed that our install team would have to work overnight. As always, she took the new challenge (or "opportunity to shine" as we call them), in stride and everything went smooth, sleep is for other people! Janelle and the install team worked from Midnight until 6am, Janelle had been up for 24 hours and was ready for a shower, her job was done!
With the press, team principal, drivers, fans and sponsors arriving at 8am…we turned everything over to our client with 2 hours to spare. The event went off without a hitch and we were most certainly proud to play a small but integral role in another amazing event.
