Wherever it is held, a Formula 1® Grand Prix race is guaranteed to be the most exciting event of the year. It is motor racing in its purest form: a cocktail of superhigh technology, noise, glamour and speed that turns non-enthusiasts into fans, and fans into obsessives.
It was that racing experience that Singapore Airlines (SIA) – title sponsor of the 2015 FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX – wanted to share with Singaporeans and local residents in the lead up to the F1® night race in 2015. To make it happen, the airline engaged Pico to create a varied campaign to get pulses racing well before the cars did. As the F1® race day drew closer, the excitement intensified with a race-themed Light Up The Night Carnival where the public got the chance to participate in race activities such as F1 Simulators, Go Karts and the Pit Stop Challenge. Car enthusiasts were also treated to a spectacle of 41 supercars which formed the letters ‘S’, ‘I’ and ‘A’ along the Pit Straight of the Marina Bay Street Circuit. During the F1® race weekend, a hospitality tent at Zone 4 of the Marina Bay Street Circuit was transformed into an aircraft fuselage whilst the Singapore Airlines Paddock Suite was furnished with the feeling of home.
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