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North East Connected

Hopping Across The North East From Hub To Hub


ByDave Stopher

Jun 5, 2018

Formula One is set to land in Covent Garden this summer with the arrival of a Sahara Force India Team car, in partnership with North East interaction design agency, Orange Bus.


On Thursday 14th June, following the Canadian Grand Prix in Montreal, a Sahara Force India Formula One Team car will be parked outside the London Transport Museum for the day. Providing a perfect juxtaposition in the usually car-free Piazza, the Formula One car represents the forefront of automotive technology, while the museum houses London’s esteemed heritage in motoring.


The event, organised by Orange Bus, an interaction design agency and official digital partner to Sahara Force India, will showcase the ground-breaking work being done to help the Team better engage with fans across the globe. Fans and passers-by will be able to take photos and selfies in front of the car and be in with a chance of winning branded merchandise signed by Team drivers Sergio Perez and Esteban Ocon.


As part of the activity, a social media campaign run throughout the day will challenge participants to post photos of themselves with the car to their channels. Those following and tagging @orangebus and using the hashtag #OBFan18 will automatically be entered into a competition to win signed merchandise. The event will also raise money for Orange Bus’ charity partner Breast Cancer Care, which the agency is supporting with technical expertise and a number of fundraising initiatives.


Amongst projects the agency is undertaking for Sahara Force India is the development of an app designed to streamline the Team’s management of day-to-day logistics, which will also give fans greater insights into Team planning. Through dedicated log-in details, fans will be able to see the drivers’ schedules and get exclusive content.


Alex Cardnell, Marketing Director at Orange Bus, commented: “Sahara Force India is leading the curve in closing the gap between the sport and the fans, and we are working hard with the Team to develop greater interaction. To that end, technology can play a big part in removing the stigma that has developed around the accessibility of Formula One, bringing fans closer to the sport. From insights into team logistics through to race analysis, we are looking at a multitude of ways of creating a better experience for everyone.”

Steve Curnow, Sahara Force India’s Commercial Director said: “Working with Orange Bus has taken our digital presence to a new level. Their desire to innovate and drive fan engagement echoes our own business philosophy and it’s great to see them activating in London. Placing one of our F1 cars in an iconic London venue is sure to turn heads and create a huge buzz among our fans, especially online. It’s great to work with Orange Bus on these exciting ideas to bring fans closer to the sport.”


Orange Bus is a specialist in using advanced technologies to help businesses re-define how they connect with their customers. It boasts strong credentials across the automotive sector, with Porsche Racing, Aston Martin Racing and Craft Bamboo Racing amongst its other clients.