Background

SingTel rolled out 4G services in Singapore last year and has been expanding its network coverage ever since.

Aim

The company wanted to build awareness of its 4G services while showing a more informal, entertaining side.

Execution

The brand wanted to spark consumers’ imagination by asking them about situations in which high-speed 4G connections would be most useful. It decided to use Twitter because of the fast-paced nature, which could lend itself to real-time consumer activation. The telco partnered with comedian Hossan Leong because of his Singaporean sense of humour.

For a day, 14 March, Leong took over SingTel’s Twitter handle and invited consumers to send their ideas using the hashtag #Need4GSpeed. The best suggestions were then turned into improv comedy skits, published on YouTube and promoted on Twitter.

As the campaign lasted only nine hours, it was important to make sure communication was clear, so people could quickly join the fun. This was done through teaser campaigns the night before and an announcement video the day of the campaign. On campaign day, two teams were put in place. The first team took care of everything related to content released on Twitter and was in charge of monitoring the Twitter feed, filtering out relevant tweets on the hashtag. Once identified, the tweets were shared with the second team in charge of producing the skits. SingTel even turned some critical tweets into skits.

Results

The #Need4GSpeed hashtag continued to trend in Singapore a day after the campaign ended. The campaign drove more than 32,400 engagements (retweets, comments, video views, clicks) in only one day. It also increased traffic to SingTel’s 4G website by 39 per cent.