| Cannes Lions, 2014 | ||
|---|---|---|
| MEDIA LIONS | Product & Service: Commercial Public Services, incl. Healthcare & Medical | BRONZE |
| MOBILE LIONS | Messaging Campaigns, including SMS, MMS and Mobile EmailMessaging Campaigns, including SMS, MMS and Mobile Email | SILVER |
| Clio Awards, 2014 | ||
| Digital/Social | Mobile: Other | Bronze |
| Spikes Asia, 2014 | ||
| Mobile | MOBILE: MESSAGING FOR MOBILE | Bronze Spike |
| D&AD Awards 2015 | ||
| Mobile Marketing | Mobile Adverts | Yellow Pencil |
Type of entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: SINGTEL
Product/Service: SINGTEL MIO TV
Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Client: SINGTEL
Product: SINGTEL MIO TV
Entrant: OGILVY & MATHER SINGAPORE, SINGAPORE
Type of Entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Entrant Company : OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency : OGILVY & MATHER SINGAPORE, SINGAPORE
Media Agency : MEC Singapore, SINGAPORE
Production Company : HOGARTH WORLDWIDE Singapore, SINGAPORE
Chief Creative Officer: Eugene Cheong (Ogilvy/Mather Singapore)
Executive Creative Director: Melvyn Lim (Ogilvy/Mather Singapore)
Creative Director: Troy Lim (Ogilvy/Mather Singapore)
Creative Director/Group Head Of Art: Jon Loke (Ogilvy/Mather Singapore)
Senior Copywriter: Adrian Yeap (Ogilvy/Mather Singapore)
Art Director: David Stevanov (Ogilvy/Mather Singapore)
Digitial Art Director: Eva Xu Xuan (Ogilvy/Mather Singapore)
Regional Creative Services Director: Alvin Chin (Ogilvy/Mather Singapore)
Agency Producer: Adele Huang (Ogilvy/Mather Singapore)
Agency Producer: Ralph Ooi (Ogilvy/Mather Singapore)
Editor: Pauline Toh (Hogarth Singapore)
Editor: Acelyn Chan (Hogarth Singapore)
Account Manager: Javelynn Haryono (Ogilvy/Mather Singapore)
Senior Account Executive: Cheryl Lim (Ogilvy/Mather Singapore)
Digitial Manager: Mechie Choa Yu (Singtel Singapore)
Digital Producer: Mei Kit Ng (Ogilvy/Mather Singapore)
Results and Effectiveness:
Within its first week of launch, Movie Emoji generated 11% reply rate and a 43% increase in video-on-demand viewership. The campaign piqued social interest and was well-received by SingTel customers, leading to user-generated movie emojis. With that, SingTel’s Movie Emoji showed that all it took to promote new-age TV were good old-fashioned text messages.
Creative Execution:
To introduce an uncommon product to our target audience, we spoke in a language that is commonly used amongst mobile users today: emoji. SingTel created Movie Emoji that captured the latest blockbusters in emoji form, and then sent it out to all their customers. First, they’d receive a Movie Emoji text message on their mobiles to guess the movie title. Next, customers reply via text and if they are right, SingTel sends them a link to redeem and watch that movie. By rewarding consumers with a free trial of mio TV, SingTel allowed users to experience the quality of movies on mobile – all within the convenience of your finger’s reach from touch to trial.
Insights, Strategy and the Idea:
SingTel, Singapore’s largest telco, launched mio TV on mobile so users can watch movies on the go. Whilst Singapore’s smartphone penetration is the highest in Asia at 87%, consumers were not accustomed to watching movies on their mobiles (Source: Nielsen). Our target audience consisted of teens and young adults between the ages of 18 to 35, drawn from our base of existing customers. Not only did SingTel have to reach out to this fragmented group of consumers, it also had to get them to change their habits and watch movies on mio mobile TV.