The Brief

The strategy was to rouse Singaporeans to participate. In doing so, they themselves would be the creators of the campaign. By voting for their favourite Hawker Heroes. By seeing Gordon Ramsay being ‘trained’ by their local champions. By personally tasting the difference between the skills of a world famous Michelin-starred chef vs Singapore’s best. They themselves would create and steer the content and outcome of the campaign. As the nation’s leading telecommunications company, we wanted every Singaporean to get involved using our multimedia platforms to express their personal, and national, pride in the local dishes closest to their hearts.

Creative Execution

SingTel, had an image problem. Although large, powerful and respected by Singaporeans, it lacked relevance in everyday people’s lives. By focusing on a cultural issue about food - the nation’s greatest passion – SingTel tapped into a source of personal and national pride, helping to bring the brand closer to what really matters to Singaporeans. Using SingTel’s assets to deliver this with voting managed by Singapore’s leading food website, Hungry Go Where, driving response via staff in every SingTel retail store in the nation and interactive voting stations at key shopping and transport areas … all helped showcase SingTel’s innovative technology and impact in people’s lives.

Describe the creative solution to the brief/objective.

We created a voting mechanism, raising the issue and rousing people to take part using influencers in culture, online and offline media. Singaporeans were asked to vote for their favourite local hawkers and their favourite local dishes. The Top Three Hawkers were then championed to go head-to-head against Gordon Ramsay, specially chosen by SingTel to pitch his skills against their home-grown talents. We expected people to be interested, targetting 500,000 votes to be cast. We planned the final challenge at a venue able to cater for 1,000 people.

Results

The campaign roused Singaporeans into action, sparking conversations: • 2.5 million votes were cast • 2.2 million Facebook impressions • 920,000 YouTube views • 85% of participants shared on social media Raising SingTel’s profile and making people more predisposed towards SingTel than ever before: • 95% branded campaign awareness • 82% likeability of the SingTel Hawker Hero voting, 81% likeability of the final SingTel Hawkers vs Ramsay Challenge • 86% of those aware of the campaign said they would be likely to consider SingTel for their next purchase • 60% increase in people feeling SingTel is a warm and friendly brand (versus previous brand campaign • S$4.1million PR value