Guess The Song
Client: AMPed (Singtel)
AMPed is a music streaming service from SingTel that wanted more Premium subscribers. Problem was, not many people have heard or knew what this app had to offer in the first place. That’s not to say AMPed was a lacklustre product. It had special features like song identification and lyrics pages that gave users a better music experience. In order for music lovers to make the move, we were convinced the only way was for them to explore the app and try it out for themselves.
Just as bands would have hidden bonus tracks in their album release, we hid a secret code within the app and challenged people to find it for a chance to catch Katy Perry live in L.A. We knew it wouldn’t be easy. That’s why we also created a charming little video that served as a clue to the code’s “whereabouts”, which was shared heavily on social media and garnering nearly 100,000 views in the first two weeks. Some news outlets even picked up on it. We won’t spoil it for you.
Agency: Ogilvy & Mather, Singapore
Chief Creative Officer: Eugene Cheong
Creative Director: Xander Lee
Art Director: Raziff Lau
Copywriter: Augustus Sung