Seen as an exclusive yearly spectacle, how do we help the title sponsor take F1 to the people?
By making everybody a racer.
SingTel entered is fourth year title sponsoring the Singapore Formula 1 Grand Prix and with that needed a digital campaign running from March up to the race in September.
Seen as an elitist sport, this time we wanted to take F1 to the masses. So the creative rationale was obvious – Everyone is a racer. Considering Singaporeans are statistically the most competitive nation in the world this definitely struck a cord.
Built around the concept of Fast is Amazing, we created a website to host a celebration of fast. People were encouraged to join in and celebrate the spirit of speed by uploading videos of themselves performing everyday tasks timed.
The user generated content was then displayed on an infinite media wall where everyone could rate and share. We also built a mobile friendly version of the site for IOS and Android for users on the race weekend to have easy access to everything going on.