Global Alliance Promo, Case study WWII RETWEET by Ogilvy & Mather Singapore

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WWII RETWEET

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Industry Public awareness
Media Promo & PR, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Chris Soh, Madelyn Yeo
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GLOBAL ALLIANCE
Product/Service: HISTORY AWARENESS
Agency: OGILVY SINGAPORE
Agency: NEO@OGILVY
Date of First Appearance: Dec 8 2010
Entrant Company: OGILVY SINGAPORE, SINGAPORE
Entry URL: http://twitter.com/#!/ww2asia
Chief Creative Officer: Steve Back (Ogilvy Singapore)
Executive Creative Director/Copywriter: Robert Gaxiola (Ogilvy Singapore)
Art Director: Chris Soh (Ogilvy Singapore)
Art Director: Madelyn Yeo (Ogilvy Singapore)
Media placement: Online - Twitter - 8 Dec 2010
Insights, Strategy & the Idea
Our living history in South East Asia is fading away. WWII veterans and survivors are now in their twilight years.A Micro Blog Solution
To keep our history alive, The Global Alliance opened a Twitter account on the anniversary Japan’s Imperial fleet secretly set sail from Japan.
This digital account reinacted the day-by-day advance of the Japanese army. From December 8th landing at Kota Baru to the ultimate fall of Singapore on February 15th 1941, all in 140 words or less.
Creative Execution
A Real-Time Social Experience.
These tweets gave today’s generation a chance to feel what it was like in 1941 to hear the breaking news as the Japanese approached their homeland.
The multimedia aspect of Twitter gave us a chance to incorporate GPS maps to show where the Japanese were on that day in history. YouTube links supported both the audio and visual aspects of our tweets. Photos, university department links and PDF documents also helped to build our story and give users a more academic experience.
Results and Effectiveness
Due to Twitter traffic on the anniversary of Pearl Harbour, our feeds picked up thousands of followers at its height. Up to 29 rival Twitter accounts and anti-followers surfaced from around the world. This unexpected event helped to broaden the conversation and give followers different perspectives on history, both good and bad.