HAWKER HEROES

Silver Spike

Case Film

Presentation Board

TitleHAWKER HEROES
BrandSINGAPORE TELECOMMUNICATIONS
Product / ServiceSINGTEL
CategoryC01. Integrated Media Campaign
EntrantBBDO SINGAPORE, SINGAPORE
Entrant Company BBDO SINGAPORE, SINGAPORE
Advertising Agency BBDO SINGAPORE, SINGAPORE
Media Agency MEC 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

Results and Effectiveness

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

Creative Execution

The campaign was triggered when the social media started highlighting news of local hawker food decline and picked up by Singapore’s top 6 favourite radio DJs. SingTel initiated a movement to raise the hawker food profile. A challenge was posed to Michelin-starred chef Gordon Ramsay to take top 3 winning Hawkers on producing his versions of their signature dishes. A national plea of 2 was generated through full surround media like TV interstitials, mobile technology and interactive OOH screens to drive Singaporeans to vote for their favourite ‘Hawker Heroes’ encouraged by their favourite radio DJ and reminders via social networks. Gordon’s visits to the local hawkers were popularized by social media feeds with its instant reach to became talk of the town. The Challenge Event, was streamed live across the island using SingTel’s latest multimedia technology. This campaign was a perfect combination of surround, outdoor, interactive and technology driven media.

Insights, Strategy and the Idea

Business Objective: To help promote SingTel’s leadership in providing multimedia content, technology and innovation. Marketing Objective: To influence Singaporean’s brand perceptions so that they feel more positively about the SingTel brand, and the value its products/services bring to their lives. Communication Objective: To rouse Singaporeans across the nation to become involved and participate in a campaign built to showcase SingTel’s multimedia assets. Target Audience: All Singaporeans, from rich to poor, CBD to heartland, who feel SingTel is a respected, large, powerful company but who’s image and technology is not relevant to what they really care about in their everyday lives. Target Insight: For Singaporeans, food is a matter of deep personal – and national - pride. The campaign leveraged this passion to create a multi-touchpoint activation using SingTel owned media assets, influencers and some paid media giving every Singaporean the opportunity to get involved and make a difference.