Singtel was about to launch their new online portal 'Insing', Singapore’s definitive local search and lifestyle guide. There was a 2 week window before launch so the client wanted to create some buzz and intrigue about their impending brand. We proposed ‘The island insiders’ a fun website experience that saw local influencers in place ready to give local insights and knowledgeable answers to questions asked, or were they!?
Humorous pre-recorded video responses were linked to keyword inputs so no matter what you asked the experts always had a tailored response, “No la, don’t ask me lei, you so siao”! Their inability to give a straight answer becomes a humorous trigger to share with your friends, which in turn delivers the Insing Brand and a call to action "InSing, your answer to all things Singapore".