Title | STADIUM FIVE MILLION |
Brand | STARHUB |
Product / Service | STARHUB MOBILE & STARHUB TV |
Category | A01. Best Use of Screens |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
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) |
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.
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.
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.