Challenge
Although the goals were the same across both countries, the audiences were distinct as each had its own energy, pace, and expectations. The challenge was to align that passion and fervour on both sides while delivering a consistent and engaging experience at every turn.
In Malaysia, we needed to create a week-long on-ground activation that built anticipation and rallied fans to gear up in support of the team. Whereas in Singapore, our focus shifted to the final stretch where we had to design high-energy experiences leading up to race day to keep excitement at its peak.
Approach
As REX, we went full throttle with our Impact of One approach - uniting as one team to design and deliver an integrated experience that engaged fans online and electrified them on-ground.
In Malaysia, we built a week-long activation strategy centred around homegrown racing spirit. Collaborating with past and present racing heroes like Alex and Alister Yoong, we created locally relevant content that celebrated the nation’s motorsport pride. The experience came to life at TRX, where fans explored the latest adidas x Mercedes-AMG PETRONAS F1 collection and competed in an E-Sim Racing Challenge to find Malaysia’s fastest male and female racers, culminating in an exciting prize ceremony after seven days of high energy.
In Singapore, working closely with our partners, we brought the same energy trackside. We produced digital content that built anticipation through race week, driving fans and members to the adidas Hospitality Suite for an exclusive experience complete with interactive displays, product showcases, and a meet & greet with Valtteri Bottas.
Each market was uniquely tailored to reflect its local nuances and fandom culture, yet both shared one vision - to connect passion, performance, and the adidas brand experience seamlessly across borders.
Impact
The campaign delivered results that went beyond expectations across both markets. In Malaysia, we exceeded sales targets and attracted over 10,000 visitors throughout the week-long activation. In Singapore, the collaboration with the Mercedes-AMG PETRONAS F1 Team amplified visibility and buzz throughout race week culminating in what felt like a perfect win on and off the track for adidas and all partners involved.
