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SingTel was looking for a campaign that humanises the brand and make it more personal. And that’s no surprise. Being Singapore’s largest telco, it is easy for the masses to lose touch with the brand. We combined Singaporean’s pride for local food with the famous Michelin-starred chef, Gordon Ramsay, and organised the biggest cook-off that made its way to the Nation Heritage Archives.
The campaign generated S$4.1m in PR value, with to 2.2m Facebook impressions, 920k YouTube views plus coverage by local news programmes and global online news agencies. Participation was overwhelming. In a short span of 2 weeks, the campaign collected 2.5m votes online and from interactive billboards. It also won BBDO Singapore over 17 regional awards in 2013.
AWARDS
Creative Circle Awards 2013
Best Of Category: Promo & Activation
Best Of Category: Entertainment & Branded Content
Gold: Best Use Or Integration Of Experiential Events
Gold: Best Use Of Brand Sponsorship Integration
Gold: Direct Integrated Campaign
Gold:Best Integrated Campaign Led By Promo & Activation
Silver: Digitally Led Integrated Campaign
Silver: Event & Field Marketing
Silver: Earned Media Campaign
Silver: Integrated Multi-channel Communication Campaign
Bronze: Outdoor & Poster - Food
Young Copywriter of the Year
SPIKES Asia 2013
Silver: Best Integrated Content Campaign
Silver: Best Use Or Integration Of Experiential Events
Silver: Best Use of Special Events and Stunt/Live Advertising
Silver: Integrated Media Campaign
Bronze: Integrated
IAS Hall of Fame 2013
Best Creative Team
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