To showcase the speed and reliability of Singtel’s newly upgraded 4G mobile network, we needed to make an invisible product, visible. So we put the network through a series of very unique tests where a second or two could prove disastrous. Three individuals: a national fencer, a stunt driver and an arcade enthusiast, were challenged to execute three precision stunts – with the mobile network over their eyes.

At the heart of Data ExStream is the Data Optic Gear: A custom-built visor that houses two mobile phones over the individuals’ eyes. The phone on the outside uses its camera to video capture the live surrounding, which is transmitted to a server via Singtel 4G, before being streamed onto the phone which the individuals see. Any delay in transmission would mean a slow reaction by the individual and therefore, a failed test.

In order for the individuals to be 100% comfortable with their new set of “eyes”, the visual feed had to be accurate to human eyesight and the 4G network ultra-responsive. Preliminary tests ensured the network could remain consistently around 200ms – indistinguishable by the human eye – and helped us determine the optimal zoom to address any object distance disparities. Wide-angle lens attachments compensated for the individuals’ lack of peripheral vision. These modifications combined, allowed us to create a consistent visual feed that mimicked human eyesight. Native video calling functions on the mobile phones were used, connected via Singtel’s 4G network.

The stunts were executed over two days. 360-degree cameras on-site allowed people to experience it live on Facebook and through rich banners. The tests were documented on film that ran online and on TV, and accompanied with a making-of video that featured the engineers and the technology. A pop-up exhibition at roadshows allowed people to interact with the Data Optic Gear. Outdoor and print drove audiences to our campaign website where they can find out more about the tests and the network.

Within a month, the integrated campaign resulted in an increase in new mobile signups by 10% and re-contracts by 4% (Singtel sales data 1 month before and after campaign, 2016), including a 50% increase in intent amongst existing and non-subscribers (Millward Brown COMET Report, 2016). There was a 13% increase in overall positive conversation (Amobee Sentiment Tracker, 2016). The film alone garnered 2.5 million views across social media within 2 weeks and 4.5 million impressions, becoming the most viewed piece of content in Singtel's online history. The campaign was featured on a variety of online publications, news channels and radio shows including Mashable, Channel News Asia and YES 93.3 FM – a total of SGD 1.2 million in earned media.

Singapore ranks the highest globally for smartphone penetration (Deloitte, 2015). According to AIA’s 2016 Healthy Living Index Survey, Singapore is also one of the most digitally engaged countries across the region, with an average of 3.7 hours spent online per day on non-work usage, much higher than the regional average.

Our target audience was Singaporeans between 16 – 40 years, both subscribers and non-subscribers. They are extremely digitally savvy. Regression analysis revealed that ‘reliability’ was the most important driver of purchase consideration. It was worth 33% of the overall mobile consideration decision process (Path Models for Singtel Mobile, 2016).

While Singtel’s network upgrades made significant improvements to speed and reliability, the challenge was to make an invisible product, visible. We decided the best way to do this was to torture test it – give Singtel’s 4G network an impossible challenge and demonstrate the results.

Singtel is Singapore’s largest telecommunications company with more than 130 years of operating experience. Singapore, on the other hand, is a small, highly competitive market serviced by two other telcos. Mobile data speeds were fairly consistent across the three service providers. Which meant the market was becoming increasingly commoditized, where consumers simply went for the cheapest offers.

In 2016, however, Singtel made some major upgrades to their 4G mobile network. They became the first in Southeast Asia to launch Tri-band 4G+ which meant faster speeds, lower latency and more consistent network performance across the island. This gave Singtel an edge over its competitors.

Due to the contractual nature of the category, the task was for us to communicate these attributes in a highly visible way and increase intent amongst existing and non-subscribers to renew with or switch over to Singtel when their current contracts end.