SingTel has suffered from eroding brand consideration and perception of poor service. A radical campaign was needed to break from product publicity and offer new and deeper ways to engage with consumers.
The big idea? Turning Singapore’s humble Hawkers into heroes and pitting their generations-old recipes against Michelin-starred chefs. The battle captured the imagination of the country, which was eager to see the local contenders punch above their weight and prove themselves culinary champs. It also tied back to the nation’s dying hawker heritage, and SingTel was bringing the issue to everyone’s attention in an entertaining and grassroots way.
The big idea was amplified by nationwide conversations across social media channels, SingTel’s multimedia content platforms and partnered Singapore leading food bloggers to bring life and urgency to the issue.
The result? Some 2.5 million votes cast for local hawkers... more than the total votes for the entire 2011 Singapore Presidential Elections! Online net sentiment towards SingTel rocketed 26%. Critically, Brand Consideration for SingTel increased from a low of 23% to 34%, establishing a clear lead over its rival of 10 points, and returning SingTel back to its historical highs. This increase is sustained until today, over 6 months after the event.