Worker productivity to crash 56% after Singapore Grand Prix

Despite raking in returns for firms involved.

The Singapore Grand Prix is recognised by marketers as a beneficial investment for brand marketing, but industry leaders best prepare for an imminent productivity dip among marketers during the week of the anticipated night race.

These are among the insights from Life in the Fast Lane, a study by specialist recruiters font, which surveyed 100 marketers from marketing, digital, communications and creative roles in Singapore on their thoughts about the F1 Singapore Grand Prix, the event’s marketing opportunities and its effects on productivity.

Singapore marketers testified to the effectiveness of leveraging the Singapore Grand Prix for consumer outreach. Sixty-six per cent agreed that brands tapping into the event are making worthwhile investments and 51 per cent said the Singapore Grand Prix is the most important event for marketers to leverage in Singapore.

Whilst the Singapore Grand Prix spells potential returns for brands, productivity is likely to dropon Monday. More than half (56 per cent) of respondents attending the race expect to have a late night on Sunday enjoying the F1 celebrations.

Twenty-eight per cent are planning to take time off to attend the event and equally as many agree that event attendance will affect their productivity, singling out excessive alcohol consumption and late nights (39 per cent) as the top productivity killer during the week of the event.

With the Formula 1 races recognised globally as a prolific event, the survey identified the top reasons for attendance amongst marketers in Singapore. The race (40 per cent) itself emerged the clear winner, followed by networking opportunities (24 per cent) and partying (17 per cent).