Formula 1 race cars and fireworks burst through CBD screens in dynamic 3D ad

Singapore Grand Prix (Singapore GP) is bringing the high-action Formula 1 race to the central business district with a dynamic new 3D out of home (3D OOH) ad.

The loud and eye-catching ad, located at One Raffle Places' 100-square meter mega screen, brings the anticipated action from the Marina Bay Street Circuit to onlookers in hopes to drive ticket sales and raise awareness of the upcoming race. 

The ad starts with a Formula 1 race car speeding straight onto the track, with cameras flashing as it passes by the stands. The car then drifts and turns around to show off its hot wheels. The ad ends with fireworks over Singapore's Marina Bay skyline. 

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Accompanying the ad is a heart-pumping soundtrack and the signature sound of a Formula 1 car as it zooms past. 

The idea was initiated by SPH Media's Content Lab to demonstrate the different possibilities for its out-of-home media and was aimed to drum up the awareness of F1. 

"Traditionally, the notion was that forced perspective videos cannot be executed on flat screens, as opposed to L-shaped screens. We wanted to dispel this, through our huge 100sqm screen at One Raffles Place," said Julie Wee, head of out of home media at SPH Media in conversation with MARKETING-INTERACTIVE. 

"It took more work, but we were able to optimise the impact of the execution, recognising that forced perspective ads on flat screens offer more viewing angles as compared to L-shaped screens," added Wee. 

The forced perspective ad is the first to run on the mega screen and was created in collaboration with SPH Media, according to a statement. Instead of utilising anamorphic art, the company turned to forced perspective to create optical illusions that make objects appear larger, smaller, closer, or farther away than they are.

The advantage of this is that the viewing angle is wider, and viewers do not need to stand at a specific spot to view the 3D effect, added the statement. 

“It was wonderful working with SPH Media’s creative and outdoor teams; they took up the challenge to create something different and pushed the envelope. Their creativity and expertise helped to meet the Formula 1 Singapore Grand Prix’s promotional needs in a visually captivating spectacle that commands attention,” said Sasha Rafi, director of marketing, Singapore GP.

The ad is also available on other platforms, including social media, to further amplify the message. 

In addition, the campaign is also being amplified through commercial spots and capsules on SPH Media radio stations such as Kiss92, One FM 91.3 and UFM 100.3.

In September last year, it was reported that only 32% of fans will watch last year's race on site. Of those attending, about three in five (59%) of this year’s racegoers said the opportunity to meet with friends to watch the race together drew them to attend the 2023 Singapore Grand Prix in person, while 57% say they generally enjoy a trackside view of the race and that was why they were going. 

About half (49%) of racegoers also cited being a fan of one or more of the F1 drivers who will be competing in this year’s edition as one of the reasons they are getting tickets, while two in five (39%) point to being a fan of one or more artistes who will be performing at this year’s entertainment lineup.

According to Kevin Kan, chief experience officer at Break Out Consulting Asia, the lower attendance could suggest a lack of marketing. "When F1 first came to Singapore, there were posters all over the place. There was lots of excitement and reminders for people that a world-class event would be gracing the city," Kan told MARKETING-INTERACTIVE in 2023. "Honestly, I have not seen many F1 posters to ramp up the hype this year. Even Changi Airport does not have any major F1 posters."

Looking at a general lower level of excitement surrounding F1 this year, Kan suggested that the Singapore Tourism Board and marketers do more to hype up the entertainment lineup especially because many attend the races physically simply for the entertainment lineups. 

He added that more could also have been done around partnerships with sponsored F1 brands with regard to hosting more events or even competitions to win tickets to the race. 

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