In Singapore, true EPL fans are not from the same cities as the teams they support. But they take huge pride in their knowledge of the matches, players, coaches and clubs.
Singtel, Singapore’s largest telco, needed to speak to them as the EPL experts to promote its new Premier League TV pack. So we put fans to the test by releasing a typical-looking ad for EPL, but with 5 hidden mistakes only true fans could spot.
The film was distributed by influencers, and seeded in the private groups of the top EPL teams. Furious fans shared it, re-watched it and analysed it on their social media groups for mistakes, turning it into a challenge to test each other’s knowledge.
Fans voiced their rage on Singtel’s social media channels, so we set up a social media war room, and during the next 48 hours we replied to them directly with cheeky GIFs, hinting at what was going on.
48 hours later, the first fan who spotted all the mistakes won himself a trip to England to watch the Premier League live.
From "Haters" to
Singtel Fans