To promote its newly launched mobile TV app, SingTel spoke to potential users in a language they understand, the language of emoji. With the help of Ogilvy & Mather Singapore, SingTel recreated the latest blockbusters in emoji form and sent them to mobile users via text message. Users were prompted to guess the movie title. If they replied and were correct, SingTel sent them a link to redeem and watch that movie on their smartphone. The campaign generated an 11% reply rate and a 43% increase in video on demand viewership.
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