Singapore Airlines SGP

Pre-Race: Night Carnival's #MyRace

A decibel driven, hyperlapse race, with VR goggles will offer an immersive F1 experience, a world’s first but more importantly, one that everyone can enjoy

Concept of the race segment integrating street-view tech and the Oculus Rift

A selection of slides from pack

Race Week: Surprise & Delight

SIA demonstrates the lengths it goes to, with surprises

through active & formulaic social listening

A view of my Ops plan for race day real-time engagement

Social listening formula carved from target plans

Commuications protocol and sample script

Background

The Singapore F1 is a proud tradition of the nation. It brings the power and thrill of Grand Prix to the select few who can afford to experience the world’s first night race.

Challenge

Like other major sports event, it can also upset the natural rhythm of the city. As host, Singapore Airlines is in a position to turn the challenge into a brand opportunity – to demonstrate its brand pillars of thoughtful customisation, global curation and relevant innovation, at home.

Approach

We had 2 opportunities to show our value as host

during night carnival event about 6 weeks before the race, where we will push inclusivity, innovation and personalisation with #myrace
during race week and weekend, where we will demonstrate SIA’s ‘lengths we go to’ by actively listening on social, and thoughtfully customising surprises for people

Results

I was brought in late for this campaign, and put together #myrace in a week. The client loved #myrace but schedules cut too tight and we had logistic challenges in securing large quantity of Oculus Rifts so it was shelved.

For Surprise & Delight, they liked and approved all the plans but eventually cut to just the last portion of campaign which was video stories because of budget.