Singtel wanted to show the speed of their new 5G Wi-Fi technology. What better way than a live concert on an MRT train with Singapore Indie band Sobs playing a half hour of their hits while streaming using Singtel’s 5G? The concept worked and created great content including this behind-the-scenes (BTS) video now seen on Singtel’s social media platforms.
Strategy
Singtel was looking for a way to demonstrate the effectiveness of its 5G system on public transport like the MRT. The company hired Indie local band Sobs (popular with the desired demographic) to play a set on a train while live casting the show on social media using Singtel’s 5G system.
The content strategy was to use the ‘backstage’ set-up and the concert to create enough targeted content for their various social media platforms, including the live-streaming video on Facebook. The behind-the-scenes video would highlight the technology and the intricate planning needed to pull off this never-before-seen mini concert on a commuter train.
Content
Prince & Mercer’s Kris LeBoutillier worked with content production firm Asia Works to produce and direct a BTS video that told the story of the live production and the 5G technology. The 60-second video would use highlights from the concert plus short clips from the ‘backstage’ set-up on the train and on the platform.
The final video highlighted the Sobs, Singtel’s technology and the inventiveness of the entire concept. The final product is a fun video the represents the Singtel brand, new 5G streaming technology, as well as the Sobs and their music.
Outcome
The BTS video lives on on social media and continues to garner attention through the popularity of SEO of both Sobs and Singtel’s 5G. It was a daring experiment to show the power of 5G. The video has more than 400,000 views and has been optimized for other channels using different cuts and formats.
You can see the video here.
