We developed a dynamic campaign for Graham Budd Auctions' first-ever Formula 1 auction in partnership with The Race, a leading motorsport media platform. As one of the UK’s leading sporting memorabilia companies, Graham Budd Auctions set out to expand its reach into the F1 community.

Part of our challenge was building upon their existing audience while engaging new Formula 1 fans. To achieve this, we used targeted paid media, reactive content, email marketing, and bold, exciting creative assets that captured the thrill of Formula 1. We also showcased the historic auction lots, immersing audiences in the legendary moments they represented.

The auction was a huge success with 96% of items selling online, 83% of lots sold, and over 20,000 catalogue visits. The success prompted two more Formula 1 auctions.