Media Innovation

The Shortlist
CAMPAIGN
Firecracker
AGENCY
Ogilvy & Mather
CLIENT
Singapore Telecommunications
BRAND
Mobile Application, Seasonal Marketing
DETAILS
Until the early 2000s, Singtel used to be a monopoly. Since then, they have lost over 50% of marketshare to new entrants – especially with the must-win family segment, who were leaving Singtel in droves for competitors’ value bundles and more approachable brands. Identifying Chinese New Year as the key opportunity to win with majority of Singaporean families, Singtel created the world’s first-ever multi-user mobile firecracker webapp – reviving a lost CNY tradition 44 years after its ban. It wasn’t just 1 virtual firecracker, it was thousands of connected chains covering over 44 kilometres ­– the length of Singapore. As families loved and shared it, Singtel re-ignited brand preference at twice the effectiveness of a past brand campaign, for 1/5 the price. Purchase intent scored an unprecedented 63% amongst families – making this Singtel’s most engaging and innovative CNY yet.
CAMPAIGN
Reinventing the Athlete Tour
AGENCY
Mindshare
CLIENT
Nike
BRAND
KD 9 (basketball shoes)
DETAILS
The opportunity to directly engage with NBA superstar like Kevin Durant on their favourite platform drove unprecedented excitement among Chinese basketball fans and completely reinvented the athlete tour, breaking records on viewership, fans engagement and sales
We invited NBA2K online players to compete for the honour of representing the best of the best in China against Kevin Durant.
 
Thus was born the ‘Play KD Show’ – a once in a lifetime chance for a fan to play KD one-on-one.
 
Virtually and in the real world.
 
KD issued his challenge to play against China's top NBA2K Online player in the game and on the court, creating the world's largest basketball tournament.

463,000 players answered the challenge. Gao Yang, the final winner, represented China in a live broadcast match up against KD.
 
The entire event was live streamed on China’s largest online sports channel, Tencent NBA, as well as broadcast directly to pinnacle digital out-of-home locations across Guangzhou.
First, Kevin Durant (or KD as his fans call him) is crazy good at NBA2K Online, which happened to be massively popular among basketball fans in China.
NBA superstar Kevin Durant was coming to China for the launch of his new Nike shoe, the KD9.
 
Nike’s ambition for the tour was huge – to meet the sales target, the KD9 needed to become China’s fastest selling basketball shoe.
 
However, while Kevin Durant is massively popular in China, the market was already saturated with celebrity supported product launches.
 
Moreover, while athlete tours are very important for Nike, the majority of the budget usually goes to PR team and what’s left for media is often limited.
 
We would have to create an entirely new athlete tour format to succeed.
CAMPAIGN
Tencent News Olympic Campaign - Different and diversified perspectives.
AGENCY
BBDO and Proximity China
CLIENT
Tencent Online Media Group
BRAND
Tencent news
DETAILS
Every four years, the Olympics Games bring billions of hearts together. While the champions come back to China as national heroes, rewarded with life-changing fame and fortune, for the rest of athletes, the treatment could be quite different: bearing the expectation of a whole nation, failure seems unacceptable. And people’s disappointment aggravates as their failure being amplified by media.
 
But should result—and result only—ever dictate what Olympics is all about? Tencent News wants to give this result-obsessed nation a new perspective. By adding a human touch to objective reporting, we transformed classic news of words and numbers to emotional stories our readers could live and feel.
 
As a result, Tencent has become the undeniable leading news portal in China, with unaided awareness at 49%, nearly doubling that of the closest competitor. Because we brought changes to thousands of millions of Chinese audiences: to look at the Olympics with a new perspective, and embrace the true Olympics spirits with humanity.
 
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