STADIUM FIVE MILLION

TitleSTADIUM FIVE MILLION
BrandSTARHUB
Product / ServiceSTARHUB MOBILE & STARHUB TV
CategoryA01. Best Use of Screens
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Neil Johnson DDB Group Singapore Chief Creative Officer
Joji Jacob DDB Group Singapore Group Executive Creative Director
Khalid Osman DDB Group Singapore Creative Director/Art Director
Lester Lee DDB Group Singapore Creative Group Head/Copywriter
Mahesan M. DDB Group Singapore Senior Copywriter
Jayden Tan DDB Group Singapore Junior Art Director
Jackie They DDB Group Singapore Head Of Broadcast
Leslie Goh DDB Group Singapore Project Management
Lin Shu Fen DDB Group Singapore Advertiser's Supervisor
Rowena Bhagchandani DDB Group Singapore Chief Client Officer
Bernard Lee DDB Group Singapore Group Account Director
Vivien Foo/Lins Khoo DDB Group Singapore Account Manager(S)
Yeo Wee Lee DDB Group Singapore Head Of Technology
Arie G./Andrew C./Mario Dinata/Yishu See DDB Group Singapore Technologist(S)

Results and Effectiveness

As a mobile company, the best way to live up to the promise of connecting people is to actually connect people. With the networking of a mobile app to a digital cheer board inside the stadium, fans that cannot get into the stadium can now react to the matches in real-time – making their voices heard by their team and their fellow countrymen. Viewership on cable TV increased, and StarHub have extended broadcast of LionsXII matches to free-to-air TV. Viewership on mobile increased by 1.5%, reaching 10,000 streams every match.

Creative Execution

Our solution – connect all five million Singaporeans in one voice at any one moment with one app. We networked a mobile app to a digital cheer board inside the stadium, connecting fans outside the stadium to the fans inside. With the interactive cheer feature on the mobile app, fans can cheer for the Lions live from any and everywhere. When enough fans outside the stadium select a cheer on the app, it’ll be streamed in real-time to the cheer board inside the stadium. To download the app, search LIONSXII LIVE on the Apple App Store.

Insights, Strategy and the Idea

Malaysia Cup is the most prestigious football tournament in Southeast Asia. For the 2012 season, the Singapore Lions football team had a problem. Our 60,000-seater stadium was demolished to make for a new stadium, and in the meantime, we had to make do with an 8,000-seater temporary stadium. Over 50,000 fans will be shut out. Will the Lions win the cup without the fan support? Our client, StarHub Mobile, is the official sponsor of the team. We saw the problem for the team as an opportunity for our client.