Singapore – While you’re getting ready for F1 fever tomorrow, here's how brands are also gearing up to make the most of F1 buzz. Marketing Events speaks to three of the brands splashing out marketing dollars on F1.
SingTel
The main sponsor for the event since the F1's entry into Singapore, SingTel has always been investing in the event in a huge way. In its first three years of sponsorship, it paid SG$15 million. Each year, SingTel lines up events around the event such as the SingTel Grid Girls contest.
This year, aside from its usual promotions, it will be launching several events in conjunction with the racing event, including an island-wide search for" Singapore's fastest race driver" which will see local celebrities and Formula One fans attempting to clock in their fastest lap times in the official F1 racing game. Titled The Big Race, the event comprises a series of four roadshows where members of the public are invited to try their hand at the game.
This year, aside from its usual promotions, it will be launching several events in conjunction with the racing event, including an island-wide search for" Singapore's fastest race driver" which will see local celebrities and Formula One fans attempting to clock in their fastest lap times in the official F1 racing game. Titled The Big Race, the event comprises a series of four roadshows where members of the public are invited to try their hand at the game.
The fastest racer from each road show will team up with a celebrity racer in race finale and the winner will be announced on 22 September 2013 to win a driving experience in Europe.
SingTel is also reaching out to youths with events such as F1 in Schools programme to nurture motorsports interest among the youth. The brand sponsored all 24 teams, made up of students aged nine to 19 collaborate to design, manufacture and race miniature cars.
"As a homegrown brand and title sponsor for the sixth year, we are constantly looking for ways to capture the hearts and minds of Singaporeans with unique F1 experiences. This year, we're going local on all possible fronts," Allen Lew, country chief officer Singapore, SingTel said.
While it is obvious this is a huge investment for the telco, how does this push the brand, Marketing Events asked. However, SingTel could not respond in time for this article.
While it is obvious this is a huge investment for the telco, how does this push the brand, Marketing Events asked. However, SingTel could not respond in time for this article.
Johnnie Walker
Another regular with the Singapore F1 is whiskey brand Johnnie Walker. The brand has been organising its Johnnie Walker circuit lounge event for several years now, in the buildup to the race. This year, it launched its global Join the Pact campaign with Vodafone McLaren Mercedes driver Sergio Perez and two-time world drivers' champion Mika Häkkinen yesterday at Clarke Quay.
In conjunction with the racing event, Johnnie Walker is also launching this campaign to reinforce the importance of responsible drinking.
At the event yesterday at Clarke Quay, the brand announced its aim to gather one million global commitments to never drink and drive through a #ImNOTdriving hashtag. To honour the one million commitments, Johnnie Walker will give away one million kilometres of safe rides home across the globe beginning in Singapore this week. Fans are required to make their pledge to never drink and drive by using #ImNOTdriving on their social media pages.
At the event yesterday at Clarke Quay, the brand announced its aim to gather one million global commitments to never drink and drive through a #ImNOTdriving hashtag. To honour the one million commitments, Johnnie Walker will give away one million kilometres of safe rides home across the globe beginning in Singapore this week. Fans are required to make their pledge to never drink and drive by using #ImNOTdriving on their social media pages.
The brand also partnered with SMRT Corporation Ltd (SMRT) to give away 10,000 kilometres of safe rides home in SMRT Chryslers from Clarke Quay, from 19-20 September and Marina Bay Sands on 21 September.
According to Mark Sandys, category director of Whisky, Diageo Asia Pacific said that the Vodafone McLaren Mercedes partnership has given the brand a platform to talk about responsible drinking for close to a decade.
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Rolex
For luxury watch brand Rolex, it has inked a global partnership with Formula One as official timekeeper and timepiece.
For luxury watch brand Rolex, it has inked a global partnership with Formula One as official timekeeper and timepiece.
In its capacity as Formula One official timekeeper and official timepiece, Rolex will give the time in different locations during each Grand Prix in various countries. The Rolex logo will also be positioned around the circuit and at several corners during Formula One races. Rolex's presence in Formula 1 is due to develop over the coming seasons.
"In our respective fields, Rolex and Formula One embody the spirit of adventure, superlative engineering and a strong desire to push the limits of technology. These aspirations are enormously appealing to younger generations," said Gian Riccardo Marini, chief executive officer of Rolex SA.
This is part of a strategic move by Rolex to focus its sponsorship activities on ventures chosen for their strong symbolic value and their global resonance, according to a report by Formula One.
"In our respective fields, Rolex and Formula One embody the spirit of adventure, superlative engineering and a strong desire to push the limits of technology. These aspirations are enormously appealing to younger generations," said Gian Riccardo Marini, chief executive officer of Rolex SA.
This is part of a strategic move by Rolex to focus its sponsorship activities on ventures chosen for their strong symbolic value and their global resonance, according to a report by Formula One.
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