Case Study: Heineken Brand Activation at the Canadian Formula 1 Grand Prix

Large-scale brand activations demand precision, speed, and flawless execution—especially during one of the busiest weekends in Montreal. When Heineken approached us for a custom racing simulator activation at the Canadian Formula 1 Grand Prix, we committed to delivering 1000%, despite tight deadlines and last-minute schedule changes.

From Thursday through Sunday, our team executed a high-performance activation that aligned perfectly with F1 expectations and Heineken’s global brand standards.

24/7 On-Site Support and Professional Staffing

To keep the activation running smoothly throughout the entire race weekend, we supplied a complete crew of:

• Brand ambassadors

• Racing simulator technicians

• Dedicated IT support available 24/7

Our team ensured the experience was seamless for guests, VIPs, and staff.

European Racing Simulators—Delivered When No One Else Could

Heineken required specific simulator frames matching their F1 activation guidelines.
No local supplier could provide them under the tight timeline—so we handled emergency logistics and imported high-end racing simulator frames directly from Europe.

We managed all shipping, setup, calibration, and testing to guarantee flawless performance on event day.

FIA-Compliant Setup and Inspector Approval

Every element of the activation—from layout to branding—was built according to strict FIA brand guidelines.
During the weekend, FIA inspectors visited our installation, and everything passed without a single note. The setup was fully compliant, safe, and ready for high-volume traffic.

A Fully White-Labelled Experience for Heineken

This activation welcomed a lineup of influencers, public figures, and global personalities, including:

• Internet influencer sensations

• F1 driver Checo Pérez

• World-famous DJ Oliver Heldens

Throughout the entire event, we provided a seamless white-labelled service.
All equipment, interfaces, and décor were branded exclusively for Heineken—with no Sim Montreal logos on display. We worked behind the scenes to ensure the client’s branding remained the star of the experience.

Why This Activation Stands Out

This project represents what we do best: delivering premium, fully tailored racing simulator experiences under pressure. Whether for global brands, marketing agencies, or experiential activations, we handle every detail—from equipment sourcing to staffing—so our clients can focus on impact.

Planning a Brand Activation or F1 Event Experience?

We specialize in:

• Racing simulator rentals for corporate activations

• White-labelled brand experiences

• High-end event staffing

• Custom-built digital and physical racing installations

If you’re looking for a team that delivers beyond expectations—no matter the challenge—we’re ready to bring your next activation to life.

👉 Contact us today to get started.