The Brief

To rally Singaporeans to preserve their Hawker heritage by supporting the nation’s top hawkers in a surprise head-to-head challenge against famous Michelin-starred chef Gordon Ramsay.

Describe how the promotion developed from concept to implementation

Concern over the decline of local hawker foods, in Singapore, was growing – creating news coverage and cultural debate. The idea was hatched to leverage this, to use SingTel’s content creation and multimedia assets to champion the issue. Giving Singaporeans a voice and the opportunity to support the local hawkers and prove their love of this Singaporean institution. The campaign required celebrity management, media management, event management, film production units. Plus marketing through online / social media streams, SingTel owned channels and paid media.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

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, through its mobile network, TV channels, entertainment websites and technology, would also help showcase the value its products bring to daily life.