MOVIE EMOJI

Bronze Spike

Case Film

Presentation Board

TitleMOVIE EMOJI
BrandSINGTEL
Product / ServiceSINGTEL MIO TV
CategoryA04. Messaging for Mobile
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE
Media Agency MEC Singapore, SINGAPORE

Credits

Name Company Position
Eugene Cheong Ogilvy/Mather Singapore Chief Creative Officer
Melvyn Lim Ogilvy/Mather Singapore Executive Creative Director
Troy Lim Ogilvy/Mather Singapore Creative Director
Jon Loke Ogilvy/Mather Singapore Creative Director/Group Head Of Art
Adrian Yeap Ogilvy/Mather Singapore Senior Copywriter
David Stevanov Ogilvy/Mather Singapore Art Director
Eva Xu Xuan Ogilvy/Mather Singapore Digital Art Director
Alvin Chin Ogilvy/Mather Singapore Regional Creative Services Director
Adele Huang Ogilvy/Mather Singapore Agency Producer
Ralph Ooi Ogilvy/Mather Singapore Agency Producer
Pauline Toh Hogarth Singapore Editor
Acelyn Chan Hogarth Singapore Editor
Javelynn Haryono Ogilvy/Mather Singapore Account Manager
Cheryl Lim Ogilvy/Mather Singapore Senior Account Executive
Mechie Choa Yu Singtel Singapore Digital Manager
Mei Kit Ng Ogilvy/Mather Singapore Digital Producer
Allison Chew Singtel Singapore Associat Director/Integrated Communications
Gwen Wang Singtel Singapore Segment Marketing Manager

Creative Execution

To introduce an uncommon product to our target audience, we spoke in a language that is commonly used amongst mobile users today: emoji. SingTel created Movie Emoji that captured the latest blockbusters in emoji form, and then sent it out to all their customers. First, they’d receive a Movie Emoji text message on their mobiles to guess the movie title. Next, customers reply via text and if they are right, SingTel sends them a link to redeem and watch that movie. All without leaving one’s mobile phone.

Within its first week of launch, Movie Emoji generated 11% reply rate and a 43% increase in video-on-demand viewership. The campaign piqued social interest and was well-received by SingTel customers, leading to user-generated movie emojis. With that, SingTel’s Movie Emoji showed that all it took to promote new-age TV were good old-fashioned text messages.

SingTel, Singapore’s largest telco, launched mio TV on mobile so users can watch movies on the go. Whilst Singapore’s smartphone penetration is the highest in Asia at 87%, consumers were not accustomed to watching movies on their mobiles (Source: Nielsen). Our target audience consisted of teens and young adults between the ages of 18 to 35, drawn from our base of existing customers. Not only did SingTel have to reach out to this fragmented group of consumers, it also had to get them to change their habits and watch movies on mio mobile TV.

Links
Mobile URL