A Priceless campaign anchored in Singapore’s biggest sporting weekend.
Client: Mastercard × McLaren F1
Scope: Creative · Production · Fan Engagement
INVOLVE Score
THE Challenge
Activate Mastercard’s McLaren partnership at the Singapore Grand Prix in a way that drove business for merchants, energy for fans, and an unforgettable Priceless moment for a small group of cardholders.
THE CONcept
Fuel the connections: A Priceless Surprise moment where everyday fans met an F1 driver without knowing it was coming.
THE EXPERIENCE
A competition for cardholders across four markets to nominate their personal “pit crew” — partners, parents, friends, family for a chance to win a Priceless experience at the Singapore Grand Prix.
The Priceless Surprise: seven winners flown into Singapore, expecting a paddock-access dinner. Mid-course, the room shifted as Oscar Piastri walked in to join them.
Just when guests thought their Priceless surprise couldn’t get any better, a highlights competition entry video showed Lando Norris on camera, walking into a room, the Priceless dining room.
Lando Norris joined guests for their final course and stayed to sign personalised pit crew shirts and take photos with every winner.
THE Results
Confidential
INVOLVE® ELEMENTS
The brain doesn’t store the predictable. So we built the entire campaign around one moment nobody saw coming. If you would like to discuss how to build more unpredictable moments
