The Campaign

TV sponsorships are the main type of Branded Entertainment in Singapore. Thematic content has yet to make a mark in local broadcasts. Consumers spend more time on their digital devices, so it makes sense to develop content that is available online, rather than on air.

Results

The challenge was getting people to understand what true design for humans means. Humans appreciate customised services or offerings that speak not only to their minds, but their hearts too. So the solution was something unique, personalised, and spontaneously designed for them. The artists were carefully selected, mainly for their ability to engage with the audience and compose music 'on their feet'. The event took place live via webcast on a microsite, where fans contributed their song requests. Unique entries were selected and had their songs performed. These entries would later be voted on for the prize of a GALAXY S III.

Audience were promised a unique song to them if selected, which prompted initial submissions. The event provided entertainment and music that continued to evoke laughter, song after song. When individual videos were edited, audience remained engaged with their own songs, which were made downloadable and shared.

61 personalised songs (that’s 6 albums) were created under 8 hours, with 2262 Facebook collaborations. During the live webcast, a total of 1882 visitors tuned in with 75% of return visits. During the campaign duration, the site saw a total of 8643 visitors, with 10,610 total page views. More than 2500 'likes' were garnered for the songs. The campaign saw an increase of 2,036 new fans within a span of only four days. It was the first campaign to see 10% of Samsung Facebook fanbase engagement (The usual engagement rate ranges from 3-5%).