StarHub Outdoor STADIUM FIVE MILLION by DDB Singapore

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STADIUM FIVE MILLION

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Industry Telecommunications Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Singapore
Agency DDB Singapore
Executive Creative Director Joji Jacob
Art Director Khalid Osman, Jayden Tan
Copywriter M. Mahesan, Lester Lee
Producer Leslie Goh, Jackie They
Released August 2011

Credits & Description

Category: Digital Outdoor
Advertiser: STARHUB
Product/Service: STARHUB MOBILE & TV
Agency: DDB GROUP SINGAPORE
Chief Creative Officer: Neil Johnson
Executive Creative Director: Joji Jacob
Creative Director: Khalid Osman
Copywriter: Lester Lee/Mahesan M
Art Director: Khalid Osman/Jayden Tan
Advertiser's Supervisor: Lin Shu Fen
Producer: Jackie They/Leslie Goh
Account Manager: Rowena Bhagchandani/Bernard Lee/Vivien Foo/Lins Khoo
Account Manager: Rowena Bhagchandani/Bernard Lee/Vivien Foo/Lins Khoo
Other Credits: Technologists: Yeo Wee Lee/Arie G/Andrew C/Mario Dinata/Yishu See

Ambient Execution Description
STADIUM FIVE MILLION BY STARHUB MOBILE

PROBLEM: Malaysia Cup is the most prestigious football tournament in Southeast Asia. For the 2012 season, the Singapore Lions football team had a problem. Our 60,000-seater stadium was demolished to make for a new stadium, and in the meantime, we had to make do with an 8,000-seater temporary stadium. Over 50,000 fans will be shut out. Can the Lions win the cup without the fan support?

OPPORTUNITY: Our client, StarHub Mobile, is the official sponsor of the team. We saw the problem for the team as an opportunity for our client. As a mobile company, the best way to live up to the promise of connecting people is to actually connect people.

SOLUTION: Connect all five million Singaporeans in one voice at any one moment with one app. We networked a mobile app to a digital cheer board inside the stadium connecting fans outside the stadium to the fans inside. In a way, the app squeezed all five million Singaporeans into an 8000-seater stadium to support the Singapore Lions football team.

With the interactive cheer feature on the mobile app, fans can cheer for the Lions live from any and everywhere. When enough fans outside the stadium select a cheer on the app, it’ll be streamed in real-time to the cheer board inside the stadium.

On the app, fans can choose to cheer for our team, sing victory, jeer bad refereeing decisions, intimidate the opposition, and more. The cheer board that streams the selected cheer will prompt fans inside the stadium to get behind our team, thereby connecting fans outside the stadium to those inside. With this tech combo, fans that cannot get into the stadium can now react to the matches in real-time – making their voices heard by our team and making it count.

TO DOWNLOAD THE MOBILE APP, SEARCH: LIONSXII LIVE ON THE APPLE APP STORE.