SINGAPORE – As the official multimedia partner of the 28th Southeast Asian Games (SEA Games), Singtel is using its network and technology, and a 360 Degree integrated campaign by Ogilvy & Mather Singapore, to rally the nation behind Team Singapore, as well as the inspiring people behind the athletes, in the run up to the Games that will be held from June 5-16, 2015.
Reinforcing its brand promise – “Let’s make everyday better” – the campaign is centered on an inclusive online platform that invites everyone to cheer for Team Singapore and the everyday heroes around us together.
“Most sports campaigns focus on the extraordinary abilities of the athletes and the excitement of the sporting events. With Singtel’s campaign we want to cheer for the people behind the extraordinary athletes because no one – be it athlete, professional or student – achieves greatness on their own. We all have someone behind us, supporting us every step of the way,” said Fiona Gordon, Group Chairman, Ogilvy & Mather Singapore.
“Making this campaign was very special because the people, stories and surprises that you see are real. The everyday heroes in the film were there because they thought we were shooting a documentary about the athletes. So when we watch these films, we are witnessing the first time that any of the inspiring people behind the athletes had ever heard a Singapore crowd cheering for them, chanting their name and lifting them into the air as champions. It was a very emotional experience that really comes through in the reactions we captured. We hope these stories will inspire all Singaporeans to actively support the SEA Games when they begin next month,” said Lynette Poh, Director, Marketing Communications, Group Consumer, Singtel.
The integrated campaign runs from May to 16 June 2015 on all of Singtel’s channels including TV, website, in-store and mobile applications. Singtel will also be driving conversations and aggregating real-time content through the #inspiringSG & #seagames2015 hashtags on social media platforms including Twitter, Facebook and YouTube. The advertisements will also be shown in cinemas, on free-to-air TV, in print ads and online banners. Singtel will also be bringing the Games direct to the people by organizing live screenings at 15 community centers around Singapore throughout the SEA Games.
