Singtel proves how its tri-band 4G+ mobile network could evven replace the user’s eyes through the Data ExStream experiments film series.
Conceptualized by Ogilvy & Mather Singapore the campaign turns the typically invisible network visible and makes the speed and accuracy of the video images transmited through Singgtel’s tri-band 4G+ network tangible.
The films show the speed, coverage, reliability and low latency of the Singtel mobile network by putting it to three extreme tests carried out accross Singapore in real-world conditions: Singapore’s world champion fencing star, the Lau Ywen, battling through a precarious obstacle course; a 8 years old playinmg a rooftop game of whack-a-mole and a series of precision driving stunts performed by two renowned drivers.
All of the challengers succeed although they couldn’t use their eyes to watch anything but a video of the environment streamed in real time through two Samsung Galaxy Note 5s running on Singtel’s tri-band 4G+ network. The smartphones combined with network were actually able to replace the very eyes of the challengers.
How the tests were carried out
Goggles were fitted and customized with two Samsung Galaxy Note 5s – the first device streamed real-time video footage of the challenger’s environments via Singtel’s tri-band 4G+ network and relayed the images captured through the phones rear camera to the second device, which served as the challenger’s eyes. Transmission of the images had to be instantaneous for each challenger to accomplish their extreme task.
The success of the challenges hinted on the overall performance of the Singtel mobile network: low latency, high speed, data capacity, and far-reaching coverage. The Singtel network delivered on all accounts and the challengers accomplished their tasks without a hitch.
A first of its kind campaign for a local telecom in Singapore
O&M says that this is the first time that a local telecommunications network has been tested in such a unique manner.
There’s anoher first for a local telecom, a 360° display banner will be launched on Yahoo! as part of the launch campaign, that spans across YouTube and Facebook.
Melvyn Lim, Executive Creative Director, OgilvyOne Singapore, said, “To demonstrate how Singtel is connecting people through technology, we wanted to show – rather than tell – how its speed and responsiveness can add value to people’s lives. After analyzing all the data, we asked ourselves a question: Could Singtel’s network really be good enough to replace our eyes? The answer from all three extreme tests was a resounding yes.”
Si Cheng Choon, Vice President, Mobile Core Engineering, Networks, Singtel said, “We’ve been excited about this experiment from the start. It brings invisible radio technology to life as our network was tested in real time. A second or two slower and none of the challenges would have been accomplished. This means that our engineers’ continuous effort to upgrade and optimize the network has paid off. And this is the very same network which we bring to our customers every day.”
Image over the headlline.- Lau Ywen, battling through a precarious obstacle course. © Singtel
Related external links:
Singtel Data ExStream: Can a mobile network replace your eyes?
Singtel Data ExStream: Behind the Scenes
To know more about the challenges and wath the challenge videos, click here
Credits of the Singtel Data ExStream campaign:
Project title: Singtel Data ExStream
Client: Singtel
Creative Agency: Ogilvy & Mather Singapore
Executive Creative Director: Melvyn Lim
Account Management: Mark Teal, Edmund Quah
Planning Director: Adil Ismeer
Senior Art Director: Yong Ping Loo
Senior Copywriter: Augustus Sung
Agency Producer: Danli Lok
Production House: The Prosecution Film Company
Director: RosleeYusof
Exposure: Film, digital, social media
