the Supreme showdown
Client: ExxonMobil (Esso)
THE CHALLENGE
The Singapore Grand Prix needs no introduction – no other sport in the world comes quite as close in providing an adrenaline rush, as F1 racing. But year after year, it’s the same – the F1 fans lap it up, while the rest of Singapore remain impassive. We needed to create a unique experience surrounding F1 that would make every Singaporean sit up, and join in the fanfare. The problem? The F1 season provides an annual bandwagon for brands to hop on, and that results in sponsorships and advertising saturating the marketing space.
THE IDEA: singapore's first-ever drone-rc car race
From the get-go, we knew we didn’t want just another meet-and-greet with our F1 drivers. That would not befit the potential of this collaboration. Taking the formula from Formula One, we set out to create an experiential event that would set hearts racing and take over the talk of the town. And what better way to do it, than with an epic twist on F1 itself?
We decided on a showdown between the speediest on the streets and the fastest on the fly – a race that pit Singapore’s best competitive drone and RC-car racers against one another, in a specially-designed track filled with various custom-made obstacles.
We invited 20 competitive racers from local drone and RC car communities to participate in the race. To build up the excitement throughout the day, we kicked off with qualifying rounds, where drone racers competed against one another, and RC car racers doing the same.
Of course, for most of the audience, especially the F1 fans, the main draw was seeing our guest racer: Aston Martin Red Bull Racing hotshot Max Verstappen in the flesh. Not only did he take part in an exhibition race partnering the youngest competitive drone racer in Singapore, 13-year-old Dzeroun Choong, Max also gamely learnt the art of flying a drone from the boy, as challenging as it turned out to be.
Watch the race highlights:
AWARDS
MARKies 2019:
BRONZE, Most Creative Experiential
BRONZE, Most Creative Consumer Event