Singapore Telecommunications

Jennifer Ng - Head, TV Marketing & Home Services, Branding & Segment Marketing Bill Ang - Director, Consumer Brand Development, Content Marketing & Social Media Lynette Poh - Director, Marketing Communications Harish Nambiar - Senior Manager, Marketing Communications Matthew Pak - Manager, Segment Marketing Eunice Chong - Manager, Marketing Communications Angie Ong - Associate Director, Marketing Communications, Digital Media Adrian Ang - Design Lead Nicolas Blais - Manager, Digital Marketing

BBH Singapore *Lead Agency

Singtel, a Singapore payTV provider, needed to recruit football fans to watch the 19/20 English Premier League (EPL), despite having the same coverage and prices as their closest competitor. In Singapore, it is deep expertise that defines a true fan. So Singtel decided to appeal to fans’ expertise, not by praising them, but by trolling them. By deliberately making mistakes and getting fans to post angry comments on social media, Singtel’s streaming service saw +660% in sign-ups YOY and payTV sign-ups YOY remained stable, in a declining category.