| Asia Pacific Advertising Festival (AdFest) 2014 | ||
|---|---|---|
| PROMO LOTUS | EVENT & FIELD MARKETING | GOLD |
| LOTUS ROOTS | LOTUS ROOTS | LOTUS ROOTS |
| Intercontinental Advertising Cup, 2014 | ||
| Best of Products and Services | Best of Communication Media & Publications | Cup Winner |
| Best of Admaking | Best of Strategy | Cup Winner |
SUB CATEGORY : EVENT & FIELD MARKETING
COMPANY ENTERING : BBDO SINGAPORE PTE LTD, SINGAPORE
ENTRY TITLE : HAWKER HEROES
BRAND : SINGTEL
ADVERTISER : SINGAPORE TELECOMMUNICATIONS
PROMO/ADVERTISING AGENCY : BBDO SINGAPORE PTE LTD, SINGAPORE
CHIEF CREATIVE OFFICER : DANNY SEARLE (BBDO ASIA)
GROUP CREATIVE DIRECTOR : PRIMUS NAIR
CREATIVE DIRECTOR : DOUGLAS GOH
COPYWRITER : PRIMUS NAIR/MICHELLE FUN
ART DIRECTOR : DOUGLAS GOH/SHUM QI HAO
AGENCY PRODUCER : ANN MAY CHUA
GROUP BUSINESS DIRECTOR : DAVID TAY
PLANNER : JENNIE TSEN
PRODUCTION COMPANY : PLAY FILMS PTE LTD, SINGAPORE
THE BRIEF : SINGTEL, SINGAPORE’S LARGEST TELECOMMUNICATIONS COMPANY, HAS STRUGGLED TO REPOSITION ITSELF FROM A TRADITIONAL TELCO TO AN INNOVATIVE MULTIMEDIA COMPANY. WHILST MANY SINGAPOREAN’S RESPECT THIS POWERFUL BRAND THEY FEEL IT’S REMOTE AND DISTANT FROM THEIR EVERYDAY INTERESTS AND LIVES.
THE SOLUTION : TO USE SINGTEL’S MULTIMEDIA TECHNOLOGY TO HELP SINGAPOREANS CHAMPION WHAT THEY LOVE (AND THEREBY BRING SOME WARMTH AND FRIENDLINESS TO THE BRAND PERSONALITY). IN THIS CASE, WE HELPED THEM CHAMPION SOMETHING NEAR AND DEAR TO EVERY SINGAPOREANS HEART. FOOD.
THE RESULTS : THE CAMPAIGN ROUSED SINGAPOREANS INTO ACTION, SPARKING DEBATE: ?2.5 MILLION VOTES WERE CAST ?2.2 MILLION FACEBOOK IMPRESSIONS ?920,000 YOUTUBE VIEWS OF FOOTAGE FROM THE CAMPAIGN, INCLUDING USER-GENERATED CONTENT ?85% OF THOSE THAT PARTICIPATED SHARED ON SOCIAL MEDIA