Singtel: Singtel Data Exstream, 1

Credits & Description:

Entrant: Ogilvy & Mather Singapore, Singapore
Brand: Singtel
Corporate Name of Client: SingTel
Client Marketing Director: Lynette Poh
Agency Account Manager: Edmund Quah
Agency Strategic Planner: Girish Khanna
Agency Planning Director: Adil Ismeer
Business Director: Mark Teal
Agency: Ogilvy & Mather Singapore, Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Senior Copywriter: Augustus Sung
Senior Art Director: Loo Yong Ping
Art Director: Jeremy Ng
Head of Production: Alvin Chin
Agency Producer: Danli Lok
Creative Technologists: Chandra Barathi/Marc Violo
Technical Developers: Mark Canoza/Allan Cagadas
Production Company: The Prosecution Film Company, Singapore
Director: Roslee Yusof
Executive Producer: Aundrea Bligh
Editor: Spencer Wong
Music Production Company: Song Zu, Singapore
Music Composer: Lindsey Jehan
URL: http://www.our-work.info/data-...
Synopsis:
In 2016, Singtel, Singapore’s largest telecommunications company, made some major upgrades to their 4G mobile network. This meant faster speeds, lower latency and more consistent network performance across the island. The task was to demonstrate these attributes in a highly captivating way.
We needed to make something as invisible as a mobile network, visible. To do so, we decided to demonstrate the speed, performance and reliability of Singtel’s newly upgraded 4G mobile network through something tangible – human reaction.
We put the network through a series of very unique tests where a second or two could prove disastrous. Three test subjects were challenged to execute three highly precise stunts – with the mobile network over their eyes. At the heart of these tests was the Data Optic Gear: a custom-built visor that houses two mobile phones over the test subject’s eyes. One phone captures and streams the surroundings over Singtel 4G, the other phone (which the test subjects see) receives. Any delay in transmission would mean a slow reaction and therefore, a failed test.
For the test subjects to be 100% comfortable with their new set of “eyes”, the visual feed had to be accurate to human eyesight, and the 4G network ultra-responsive. Preliminary tests ensured the network could remain consistently around 200ms – indistinguishable by the human eye. Wide-angle lens attachments compensated for the lack of peripheral vision. Native video calling functions on the mobile phones were used.
The live tests were executed over two days. 360-degree cameras on-site allowed people to experience it live on Facebook and through rich banners. The tests were documented on film that ran online and on TV, accompanied with a making-of video featuring the engineers and technology. A pop-up exhibition at roadshows allowed people to interact with the Data Optic Gear. Outdoor and print drove audiences to our campaign website, where they can find out more about the tests and Singtel’s 4G mobile network.
Within a month, the integrated campaign resulted in an increase in new mobile signups by 10% and re-contracts by 4% (Singtel sales data 1 month before and after campaign, 2016), including a 50% increase in intent amongst existing and non-subscribers (Millward Brown COMET Report, 2016). There was a 13% increase in overall positive conversation (Amobee Sentiment Tracker, 2016). The film alone garnered 2.5 million views across social media within 2 weeks and 4.5 million impressions, becoming the most viewed piece of content in Singtel's online history. The campaign was featured on a variety of online publications, news channels and radio shows including Mashable, Channel News Asia and YES 93.3 FM.