Race-themed F1 Grand Prix customer party complete with hosting, games, and prizes
Bitdefender is a cybersecurity software leader delivering best-in-class threat prevention, detection, and response solutions worldwide. As a Scuderia Ferrari partner, Bitdefender planned to host a Singapore F1 Grand Prix customer event to promote its involvement and offer appreciation to its loyal customers.
Challenge
The Bitdefender APAC team had run a similar event in the past, but they aimed for better attendance and crowd engagement as opposed to a basic networking party. Considering the slew of other tech vendor events in the week of the 2025 F1 Grand Prix in Singapore, the client needed a way to stand out, to not only maximize the RSVP and attendance rate, but also leave a strong impression on its attendees.
What we did
A. Multiple dates and early bookings
Using the BSY Creative Events Platform to hunt for suitable venues, we knew that it would be cost-ineffective to compete with events during the F1 Grand Prix week, especially if these were from vendors with a much larger budget. We then looked to host an advance event two weeks ahead of the race. This also helped the client to secure more favourable venue rates, since venues typically increase prices during peak periods.
Better Say Yess then crafted email invitations for Bitdefender, for the client to send them ahead of time in order to reserve the schedules of busy executives.
B. Agenda reset to feature multiple activities accessible to everyone
We put in place a sports-themed pub trivia to be in line with the F1 race. At the same time, we secured an F1 racing simulator station, another reaction game, and organized an end-of-event lucky draw. Most importantly, we encouraged competition and participation by revealing early that the top scorers in these activities could win exclusive Scuderia Ferrari and race-related prizes.
C. A decked up pit stop space with event host
More than 80 executives turned up for Bitdefender’s 2025 F1 Pit Stop Party, drastically surpassing the initial target of 60. This meant there was no food waste. The crowd actively engaged in the game stations and was even eagerly anticipating the pub trivia.
BSY picked a venue in Singapore’s Central Business District, with a stunning view of the Marina Bay, home to the Marina Bay Street Circuit, which hosts the only night race in F1 history. We transformed the space into a festive pit stop, draping flags, colourful balloons, race tracks, and placing Ferrari and F1 insignia throughout the venue. Our in-house event host was also instrumental in keeping the high spirits as people consumed the food, cocktails, and engaged in the games.
