The True Fan Test
The football ad filled with mistakes that only true fans could spot.
In Singapore, true EPL fans are not from the same cities as the teams they support. But they take huge pride in their knowledge of the matches, players, coaches and clubs.
Singtel, Singapore’s largest telco, needed to speak to them as the EPL experts to promote its new Premier League TV pack. So we put fans to the test by releasing a typical-looking ad for EPL, but with 5 hidden mistakes only true fans could spot.
Adding fuel to our fans’ fire.
The film was distributed by influencers, and seeded in the private groups of the top EPL teams. Furious fans shared it, re-watched it and analysed it on their social media groups for mistakes, turning it into a challenge to test each other’s knowledge.
Fans voiced their rage on Singtel’s social media channels and during the next 48 hours we replied to them directly with cheeky GIFs, further fueling the fire.
A contest in disguise.
Within 48 hours, we had our winner. The first fan who spotted all the mistakes won himself a trip to England to watch the Premier League live.
Only true fans get it.
Under the same idea, we also ran a few other ads made for true fans across various touchpoints including print, OOH and cinema.
Credits
Agency: BBH Singapore
Client: Singtel
Worldwide Chief Creative Officer: Joakim Borgström
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo, Khairul Mondzi
Creative Directors: Gaston Soto, Omar Sotomayor
Art Director: Amos Mak
Copywriter: Omar Sotomayor
Producers: Vinda Karunan, Jonathan Gerard
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Post Production House: thequietlab
Audio Post: Song Zu
Photographer: Kevin Yang (FrameByFrame)