Cannes Lions

AWARENESS

OGILVY SINGAPORE, Singapore / GLOBAL RETWEET / 2011

Presentation Image

Overview

Entries

Credits

Overview

Execution

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 8 December landing at Kota Baru to the Ultimate fall of Singapore on 15 February 1941, all in 140 words or less.

Outcome

Due to Twitter traffic on the anniversary of Pearl Harbor, 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.

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