The Formula 1 Singapore Grand Prix is one of the region’s most high-profile cultural moments, but for Mastercard, the opportunity wasn’t just visibility. It was about driving real cardholder engagement in a way that felt seamless, premium, and culturally relevant.

Our role was to make a transactional shopping campaign feel like something people actually wanted to be part of.

We started with Mastercard’s shopping passion point and mapped where culture, commerce, and experience intersect during Formula 1 and identified creators who could naturally bring that world to life. Rather than pushing offers, we focused on storytelling that made discovery and participation feel effortless.

From there, we curated a tight group of influencers with distinct storytelling styles and an affluent audience profile, ensuring alignment not just with Mastercard, but also with the McLaren Formula 1 Team, given the brand’s global sponsorship.

Together, we developed content that translated campaign mechanics into engaging, platform-native narratives designed to inform without feeling like advertising, and inspire action without friction.

 “We didn’t just promote a campaign, we turned it into content people wanted to engage with, blending commerce seamlessly into culture.”
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From concept development and talent curation through to content direction and execution, we ensured every touchpoint was built for social, translating a multi-merchant rewards campaign into stories that audiences could easily understand, engage with, and act on.

Activated across key lifestyle and retail destinations in Singapore including Mandai Bird Paradise, Takashimaya Singapore, and Marina Bay Sands ,the campaign connected cardholders to experiences across the city during race weekend.

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