Singapore Grand Prix organisers have partnered Moove Media to install five illuminated 3D cars on the roofs of buses using lighting technology LumiWerkz as part of its out-of-home (OOH) campaign. Running on bus service 7, 10, 123, 174 and 502, the buses will ply the Orchard Road vicinity from now until 1 September 2019.
In a statement to Marketing, Singapore GP marketing director Sasha Rafi said the designs of the F1 replica cars were produced by Singapore GP's in-house creative team. She added: "We wanted to showcase Singapore as a Garden City, and this is evident in our main livery design which heavily features abstract floral elements. The team was also inspired from the diverse cultures in Singapore, which led to a design that was influenced on the Peranakan culture and fuses other iconic landmarks of Singapore."
According to Rafi, the company takes "an all-rounded, through-the-line approach" to market the race with different strategies deployed to target various demographics. However, it has been increasingly putting more focus on innovative and impactful outdoor and big format advertising, which gives a better and wider reach, she said. Singapore GP has declined to comment on the investment amount for the OOH campaign.
Using LumiWerkz and intricate body designs, Singapore GP seeks to "recreate the captivating night race visual experience" in the lead up to Formula 1. According to a press release, this is the first time Moove Media has deployed the technology in a OOH campaign and the project took six weeks to complete.
"F1 is the pinnacle of motor sports which embraces the best and most advanced technology and innovation. It is multi-sensory and the sport is meant to engage all your senses. Working with Moove Media to use this technology is an embodiment of what the F1 experience represents," explained Rafi.
Before the technology, LED lights were used to light up 3D props. With it, Moove Media looks to offer advertisers the ability to illuminate a 3D execution to create a lasting impression on consumers.
“We are thrilled to be the first to showcase an innovative spray paint lighting technology in a 3D OOH campaign for Formula 1 Singapore Grand Prix 2019. We see the immense possibilities of such lighting technology amplifying the 3D OOH experience so that it becomes even more visually impactful at all hours of the day,” said Jayne Kwek, CEO of Moove Media.
LumiWerkz is a spray-on paint that uses an electro-luminescent coating system. The special paint produces light and can be turned on and off by reacting to an electrical charge, allowing for pulsating light effects. It can be applied to any surface and 3D object and looks like regular paint when not charged. LumiWerkz meets the highest automotive basecoat standards and has demonstrated its ability to weather the elements.