| Title | OLD PHONES GIVE NEW LIFE |
| Brand | SINGTEL |
| Product / Service | PROJECT SILVERLINE |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Yvonne Yeo | Singapore Telecommunication Limited | Senior Marketing Manager |
| Newton Circus | Newton Circus | Partner |
| buUuk | Production Company | |
| Youren Chen | Ogilvy/Mather Singapore | Project Manager |
| Estrella Chua | Ogilvy/Mather Singapore | Project Team Lead |
| Mihaela Iancu | Ogilvy/Mather Singapore | Senior Web Developer |
| Andrea Conyard | Ogilvy/Mather Singapore | Business Director |
| Cheryl Lim | Ogilvy/Mather Singapore | Account Executive |
| Jacinta Francis | Ogilvy/Mather Singapore | Account Manager |
| Khairil Misnal | Ogilvy/Mather Singapore | Copywriter |
| Macson Tan | Ogilvy/Mather Singapore | Digital Designer |
| Eva Xu | Ogilvy/Mather Singapore | Art Director |
| Yeo Yen Yen | Ogilvy/Mather Singapore | Head Of Art |
| Frederik Englund | Ogilvy/Mather Singapore | Creative Director |
| Melvyn Lim | Ogilvy/Mather Singapore | Executive Creative Director |
| Steve Back | Ogilvy/Mather Singapore | Chief Creative Officer |
The project was well received by the community, earning itself extensive free coverage over 30 nationwide publications across print, broadcast, radio and online media. An international rollout plan the project is also underway. Social sentiment was on an all-time high on the SingTel Facebook page, and most importantly, over 1,000 seniors from the Lion Befrienders and Willing Hearts senior community groups were reconnected back to the community through refurnished phones.
We kicked off the Silverline campaign with a drive to collect used iPhones to be refurbished for the elderly. Timed to coincide with the launch of the much-anticipated iPhone 5, a prominent booth was set up at the launch event and attendees receiving their new iPhone 5 were encouraged to donate their used phones to Silverline. Besides that, internal eDMs were circulated within SingTel and Ogilvy Singapore. Flyers and collaterals were given out at SingTel shop outlets to encourage the donating of used iPhones. YouTube videos featuring local celebrities who support the campaign were posted and circulated. To create talkability and encourage social sharing, strategically-placed Facebook ad were also made to publicise the donation drive. Ads were also placed in the press - specially the Sunday Times, a widely-ready local newspaper popular for its easy-reading and relevance to everyday life.
Singapore has one of the fastest growing aging populations in the world, but as the country develops, many seniors don't have access to technology and are losing touch with the world. They grow increasingly isolated and estranged from the society which contribute to health problems. Project SilverLine was commissioned to help connect the seniors back to the community. Used smartphones are collected and refurbished with senior-friendly apps. Seniors are taught to use the phones so they can reconnect with family, friends and the community. The 5 apps pre-installed on the phones let the seniors: Read daily quotes and interesting facts keep their minds active. Get daily reminders to take their daily medication. Capture moments with the camera function and share experiences with friends. Connect with family and friends using a picture speed dial Call for an ambulance easily in the event of an emergency