SingTel brings 'Android Nation' to cinema

The advertisement will see quirky android characters spreading the message for cinema audiences to turn off their mobile phones in a colourful and light-hearted manner. It also showcases SingTel’s wide range of devices across multi-brands and SingTel’s apps for Android in a fun and unique way.

Apart from traditional media, this campaign is also currently running on social media and various online platforms. Ogilvy & Mather is the creative agency for this campaign, while MEC is the media agency.

Targeted at Android smartphone users, the campaign aims to position SingTel as the leader in the Android smartphone market through Android Nation, a virtual community of Android fans, which allows users to download app contents, read up on latest Android smartphones and take part in interactive activities available to foster a strong community bond among Android fans.

Derrick Heng, director of SingTel Marketing and Communications (Digital Consumer Group), said the telco hopes to create buzz and show how its Android offerings can enhance the active lifestyles of its customers through this campaign.

Suhaimi Rafdi, CEO of Cathay Organisation, meanwhile said, “We are happy to partner SingTel through JCDecaux for their Android Nation advertisement that comes with a standard public service announcement message before the screening of each movie. This gives a fun and cheerful spin to an otherwise serious message and will add to the enjoyment of cinema patrons at Cathay Cineplexes.”