SingTel Hawker Heroes

Overview of the campaign

The SingTel Hawker Heroes Challenge was a campaign done by SingTel to raise awareness for its website, hungrygowhere.com.  The entire campaign encompassed a challenge between a group of chosen food hawkers against popular television personality and UK Chef, Gordon Ramsay.  In this campaign, OOH Media’s digital screens such as the 12 sheet interactive screens and the 7 outdoor digital screens were used.  With the help of these digital screens, more than 2 million votes were garnered.  Trailers were screened on the digital screens informing residents of the upcoming challenge. On the day of the event, live screening of the challenges was screened through our various digital screens at our bus shelters and the outdoor screens at our partner mall locations, namely Bugis Junction, Chinatown Point, ION Orchard, Jcube, Junction 8, The Star Vista and Westgate. The campaign helped to increase Singtel’s brand awareness by 23%.  The hashtag ‘#HawkerHeroes’ trended for four days, with 288,500 unique visitors to the site hungrygowhere.com.  The site registered an overall visitation of 386,400 in just 17 days.  Additionally, 50% of the visitors to SingTel’s website had never been there before.

How is OOH Media involved?

The Singtel Hawker Heroes campaign was organized with the objective of increasing the awareness of Singtel’s Hungrygowhere.com website in mind against their competitors.  A team of 15 people worked together to engage the public in a big way, using our various out of home media platforms and network to stir up curiosity, excite the public’s interest and attention, thereby generating buzz and garnering votes for the main event.

On 7 July 2013, SingTel held the SingTel Hawker Heroes Challenge. The challenge: To compete in a cook-off with some of the best hawkers in Singapore. Singaporeans could vote on which hawkers could compete. The top three dishes comprised of chilli crab, chicken rice and laksa. Upon accepting and arriving in Singapore, Gordon Ramsay was given two days to learn three dishes.

12 food hawkers were identified for the public to vote for, whereby each of these stalls serves a single dish.  Out of these 12, only three would be selected to represent Singapore and for Gordon Ramsay to top these dishes.

singtel-hawker-tmp03In order to get votes from the public, Singtel teamed up with OOH Media.  Members of the public could now vote for their favourite hawker stalls via OOH Media’s interactive digital screens found at strategic bus shelters.

These digital screens were located at one of Singapore’s busiest areas – Orchard Road. Named the most visited free-access attraction among tourists and locals by Singapore Tourism Board, the area coincided well with Gordon Ramsay’s international status.  The user-friendly and interactive digital screens were used due to its easy navigation and strategic location.  By simply tapping on their chosen hawker stall on-screen, their votes were registered.

singtel-hawker-tmp04To garner more votes, on-ground events were held at the screen.  Performers dressed up as chefs and performed a percussion routine, using pots, pans and other kitchen utensils as their instruments.  An astonishing figure of more than two million votes was tallied in a span of just seven days. The top three winners were revealed thanks in part to OOH Media: Jumbo Seafood Restaurant’s Chilli Crab, Tian Tian Hainanese Chicken Rice and 328 Katong Laksa.

singtel-hawker-tmp05To keep the momentum and buzz going, live screening of the challenges was screened through our various digital screens at our bus shelters and the outdoor screens at our partner mall locations, namely Bugis Junction, Chinatown Point, ION Orchard, Jcube, Junction 8, The Star Vista and Westgate.  This significantly extended the reach of the campaign to island wide and continued to captivate the public and the audience.

In over a short span of just eight days, 2.5 million votes were generated online and through OOH Media’s interactive digital screens.  The top three hawkers alone gained an impressive number of votes with an average of 320,000 each.  The outstanding number of votes was partly due to the strategic placement of the digital screens along Orchard Road, an area that attracts throngs of locals and tourists, as well as the extended reach provided by the various strategic locations of the digital screens at our partner malls. Additional buzz and hype were generated thanks to the on-ground performance that engaged passers-by and those waiting at the bus stops, while encouraging them to vote for their favourite hawkers.

When Gordon Ramsay arrived in Singapore, he was swamped by thousands of passionate fans, who could not get enough of him.  Throughout the day, they followed him around as he travelled from stall to stall.  On the day of the challenge, more than 1000 Singaporeans turned up at Newton Food Centre and were given the chance to sample both Gordon Ramsay’s and the hawkers’ dishes.  Some Singaporeans queued as early as 1am in the morning at Maxwell Food Centre.  After tasting the dishes, voters could vote for the dishes they thought was best through SMS.  At the end of the day, a total of 3,000 votes were tabulated. Even though Chef Ramsay’s chilli crab was deemed better by the public, the hawkers emerged victorious, winning the crowd over with the other two dishes.

singtel-hawker-tmp08The entire campaign was a national sensation, with articles appearing everywhere on mainstream media as well as social media.  This included press coverage on a variety of platforms such as Today, The Straits Times, Channel NewsAsia, Channel 5; as well as news and infotainment sites such as Yahoo Singapore, Her World Plus and the like.  As food resonates deeply within the Singapore culture, the coverage and extent of the chatter went into social media spaces and famous food blogs such as ieatishootipost.

The campaign helped to increase Singtel’s brand awareness by 23%.  The hashtag ‘#HawkerHeroes’ trended for four days, with 288,500 unique visitors to the site hungrygowhere.com.  The site registered an overall visitation of 386,400 in just 17 days.  Additionally, 50% of the visitors to SingTel’s website had never been there before. A tremendous achievement and fantastic example of a campaign that is led by an out of home medium, whereby the strategic location of the shelters at Orchard Road and choice of medium of digital screens enabled interactivity and visibility with pedestrian traffic and ultimately, the target audience.

singtel-hawker-tmp09An advertising campaign such as this highlights how the proper usage of interactive digital screens, leveraging on networks beyond just bus shelters such as OOH Media’s mall screens, and coupled with other on-ground and social media marketing can augment and extend the impact made and led by an equally interactive and engaging outdoor campaign.  This campaign included not only the use of interactive digital screens at high-key traffic areas like Orchard, but also social media marketing, radio & television features, making the entire campaign a cohesive and complete one.