For the launch of Singtel's 3-step security offering we were faced with a challenge:
Everyone knows security is important, but most people don't think about it until its too late. How do we dramatise a traditionally low-interest product that works in the background AND emphasise that security is everyone's responsibility? Well, launching during the World Cup - when teamwork is key - we used recognised Singapore sports commentators, sports-style graphics and the idea of "good saves" to promote a serious, complex product in a lighthearted, informative way across multiple social channels and three phases to sustain interest in the campaign.
Everyone knows security is important, but most people don't think about it until its too late. How do we dramatise a traditionally low-interest product that works in the background AND emphasise that security is everyone's responsibility? Well, launching during the World Cup - when teamwork is key - we used recognised Singapore sports commentators, sports-style graphics and the idea of "good saves" to promote a serious, complex product in a lighthearted, informative way across multiple social channels and three phases to sustain interest in the campaign.
The main 30- second launch film covering the three steps 1) Network Level Security 2) Device level security and the MOST important 3) Good security habits. - this spot has been viewed organically over 1.5m times on YouTube
The second launch spot, this one 15 seconds focusing on the added value McAfee security
For the second phase we created 3 more 15 second spots - 1 for each security step.
We introduced a "scammer" character, foiled at each turn by Team Singtel.
We introduced a "scammer" character, foiled at each turn by Team Singtel.
In this our scammer has his call blocked by the network, while our protagonist remains blissfully unaware.
His hacking is blocked by VPN for more secure wi-fi transactions, particularly for seniors.
and finally our scammer is foiled by the quick wits and teamwork of our smart teenage heroine.
And for phase three we re-enforce some key messages using short, direct 6 second action replays in horizontal and vertical formats.
and for phase three we replay some key messages, using short, direct 6 second replays with security shown
