DONATE-A-TONE

Bronze Spike
TitleDONATE-A-TONE
BrandSTARHUB
Product / ServiceSAMARITANS OF SINGAPORE
CategoryA03. Viral Marketing & Messaging for Mobile
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
The Gunnery The Gunnery Audio Production House
Momentum Momentum Video Production House
Xindy Wang DDB Group Singapore Account Manager
Rowena Bhagchandani DDB Group Singapore Account Supervisor
Kimie Ong DDB Group Singapore Producer
Leslie Goh DDB Group Singapore Project Manager
Joey Yu DDB Group Singapore Project Manager
Aaron Santos DDB Group Singapore Server Administrator
Yishu See DDB Group Singapore Web Developer
Mario Dinata DDB Group Singapore Web Developer
Yeo Wee Lee DDB Group Singapore Head Of Technology
Ngai Arh Chun DDB Group Singapore Art Director
Adrian Yeap DDB Group Singapore Copywriter
Lester Lee DDB Group Singapore Associate Creative Director
Khalid Osman DDB Group Singapore Creative Director
Thomas Yang DDB Group Singapore Deputy Executive Creative Director/Head Of Art/Design
Joji Jacob DDB Group Singapore Group Executive Creative Director
Neil Johnson DDB Group Singapore Chief Creative Officer

Brief Explanation

The average caller makes 6 calls a day and spends 6.2 seconds waiting for his call to be answered. So a population of 2.5 million mobile users will spend a total of 25,000 hours listening to ringback tones each day. How can Singapore's largest mobile carrier, StarHub, harness the power of the ubiquitous ringback tone and turn it into a tool that helps raise awareness for charities? StarHub decided to tap to its biggest asset – 2.5 million mobile subscribers, and turn them into messengers of good. Introducing Donate-A-Tone: A non-profit innovation that lets you turn your ringback tone into a message by the Samaritans of Singapore (SOS), Singapore's only 24-hour suicide prevention hotline. Utilizing a previously unused media channel that taps into Singapore's largest mobile network, StarHub mobile users can now help SOS spread their message. On top of that, callers listening to the message can also adopt it and make it their own, thus helping to amplify SOS' call for volunteers and donations. With a 100% engagement rate, the message by the Samaritans reached out to everyone and anyone, making it far more effective than traditional media. In just two months, a total of 141,840 tones became our message worth $1.4 million in media space – without spending a cent on media. The Samaritans raised 17 times the donations they received the same time last year and a 450% increase in the number of volunteer enquiries. For two consecutive months, SOS' message was the most downloaded tone of the month. With that, Donate-A-Tone showed how we could harness the power of mobile to answer the call of good.

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