Interview: Why Airwallex took over Ten Square with a huge Lando Norris OOH ad

Formula 1 racer Lando Norris took Ten Square in a new OOH ad for Airwallex earlier this month. 

As part Airwallex's "Shifted Perspectives" campaign, Norris could be seen inviting Singaporeans to the brand's exhibition at 39+ Art Space located at the Tanjong Pagar District over the Formula 1 weekend in Singapore earlier this month. 

The campaign brought together key figures from motorsport, art and business to highlight how viewing challenges from a different perspective can turn obstacles into opportunities.

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At the exhibition itself, viewers got to see a perceptual art sculpture of Norris, created in collaboration with 3D perceptual shift artist Michael Murphy.

In conversation with MARKETING-INTERACTIVE, Jon Stona, vice president of global marketing at Airwallex said the brand collaborated with Ten Square because it wanted to create a relevant and memorable placement.

That said, a large OOH ad is not all about visibility, added Stona. "Advertising on Ten Square during the week of the Singapore Grand Prix wasn’t just about visibility, we aimed to create something that resonates with the audience," said Stona.

"I believe it’s crucial to engage our audience on a personal level, delivering the right message, at the right time, through the right channels. To speak with them on their terms, not ours," he added.

In addition, Ten Square's prime location and digital billboard put the partnership front and centre in one of the city’s most iconic, high-traffic areas, explained Stona. This ensures that the excitement of Formula 1 and Airwallex's story of innovation reach the right people, leaving a lasting impact long after the race is over.

Airwallex's partnership and McLaren Formula 1 team was first announced in February this year. As an official partner, Airwallex will support McLaren’s global financial operations through its treasury management and cross-border pay-outs and settlement product suite.

The partnership between Airwallex and McLaren will also help ignite the fintech giant’s growth trajectory as it continues to scale globally.

Specifically, McLaren will use Airwallex to optimise its supply chain payments for all Grand Prix races.

Following the campaign and OOH ad, Stona said the response has been positive. "We’ve received a lot of interest from people wanting to learn more about Airwallex and our partnership with McLaren Racing," said Stona.

"It’s been an incredible few days for us and the McLaren Racing team, especially with both Lando Norris and Oscar Piastri securing a double podium finish at the Singapore Grand Prix – that certainly boosted the excitement," he added.

The recent race welcomed a sold-out crowd of 269, 072 fans, marking the highest attendance since the circuit's update last year. In fact, according to media intelligence firm Meltwater, McLaren even emerged as the top keyword related to Formula 1, highlighting the team as the one to watch at the Singapore Grand Prix leading up to the race.

Now that the Singapore Grand Prix is over, Airwallex will be shifting its focus to its next campaign in the region. "Starting this week, we’ll be launching a dedicated campaign in Hong Kong that takes us back to the founding of Airwallex," he said.

"We’ll be taking over an existing cafe in Central Hong Kong for and recreating the Melbourne cafe story from nine years ago where it all began – stay tuned for more details. We’ll also build on our ‘Shifted Perspectives’ campaign that we introduced to the world, in partnership with McLaren Racing and world-renowned artist, Michael Murphy," he added.

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