A large government-tied telco, SingTel was losing touch with everyday Singaporeans. The key measure of brand and business health – Brand Consideration – was falling dramatically.
We had to identify a passion that all Singaporeans could rally behind, around which SingTel could create a positive national conversation.
That passion was Singaporean Hawker Food, street food that was under threat from the very forces of modernisation and globalisation that SingTel was driving.
Our strategy was for SingTel create a nationwide event around Hawker Food that Singaporeans would engage with to show their pride and passion they felt towards the Hawker Food.
The idea was Hawker Heroes, a program whereby Singaporeans could vote for their favourite Hawker stall owner through a variety of digital, mobile and outdoor media.
We then challenged the world’s most famous chef Gordon Ramsay to visit Singapore and see if he could cook these dishes better than our Hawkers. This led to a cook-off event between Gordon and Singapore’s Hawker Heroes that had the country captivated.
The digital and social conversation created by SingTel was disseminated across a variety of bought, owned and earned media channels. Record numbers of people participated in the campaign, increasing Brand Consideration by 48%.