HAWKER HEROES

Bronze Spike
TitleHAWKER HEROES
BrandSINGAPORE TELECOMMUNICATIONS
Product / ServiceSINGTEL
EntrantBBDO SINGAPORE, SINGAPORE
Entrant Company BBDO SINGAPORE, SINGAPORE
Advertising Agency BBDO SINGAPORE, SINGAPORE

Credits

Name Company Position
Jennie Tsen Bbdo Singapore Pte Ltd Strategic Planner
Joan Lim Bbdo Singapore Pte Ltd Account Executive
Samantha Ho Bbdo Singapore Pte Ltd Account Manager
Ann May Chua Bbdo Singapore Pte Ltd Producer
David Tay Bbdo Singapore Pte Ltd Group Business Director
Chris Willingham Bbdo Singapore Pte Ltd Singtel Business Lead
Michelle Fun Bbdo Singapore Pte Ltd Copywriter
Primus Nair Bbdo Singapore Pte Ltd Copywriter
Shum Qi Hao Bbdo Singapore Pte Ltd Art Director
Douglas Goh Bbdo Singapore Pte Ltd Art Director
Douglas Goh Bbdo Singapore Pte Ltd Creative Director
Primus Nair Bbdo Singapore Pte Ltd Group Creative Director
Ronald Ng Bbdo Singapore Pte Ltd Chief Creative Officer
Danny Searle Bbdo Singapore Pte Ltd Chairman/Singapore/Vice Chairman/Asia

The Campaign

The campaign started by leveraging news of the decline in local hawker food. SingTel asked people to vote for their favourite Hawker Heroes and posed a challenge to Michelin-starred chef Gordon Ramsay to take them on. He did. Gordon visited each of the Top 3 Hawkers in turn to learn the dishes before holding a competitive cook-off, setting his Gordon Ramsay versions of the dishes against theirs. Singaporeans were then invited to come, taste and judge the best. The content created was cut into a series of documentaries, to be sold as part of SingTel’s mioTV Video-on-Demand service.

Success of the Campaign

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

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was built on the principle of creating Acts not Ads. We needed a tailored mix of media channels, planned and deployed discreetly so that the campaign was seeded and supported within culture, and not imposed on by a heavy-handed corporate advertiser. We used SingTel owned assets – TV cables stations, entertainment and news websites and retail stores. And a select mix of paid media. Using influencial bloggers and YouTube online. Radio DJ’s and media celebrities to promote us through their programs and social media conversations. Staff in the retail stores got involved drumming up support for their local hawkers. And paid media that integrated the campaign into SingTel’s weekly retail print ads and content spots on paid TV.