INTEGRATED CAMPAIGN

The Great Singapore Replay: Season 2

A program to ignite the local music scene by mixing the history and culture of Singapore. The Great Singapore Replay is a show starred by established artists of Singapore mentoring the next generation of local musicians to create new made-in-Singapore songs to showcase their artistry while energizing Singapore’s vibrant music scene.

I co-lead the art direction and design of the UI screens across the different phases, working closely with the creative director, UX designer, project manager, and developers. Took ownership of the project from the design phase to development till the project went live, and collaborated effectively with the advertising team to ensure the visuals on digital platforms tie well together.

Agency
VMLY&R

Project Launched
2019

Live Site
www.thegreatsingaporereplay.sg

Role
Art Direction, UI Design, QA Testing

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200 Years Of History, 10 Songs, 1 Playlist Redefining Singapore Sound

The 360 campaign starts by revealing the established artists and getting aspiring musicians to audition for the program. During phase 2 of the campaign ‘Call To Play’, there was on-ground and online activation where the public could create and vote for their favorite unique mashups by picking an iconic era of Singapore history and mix it with a modern music genre. This would later be counted as votes to influence the final tracks created by the rising artists in the program.

Spinplayer: How It Works

A fun and interactive immersive experience. Mix a modern music genre and an iconic era, learn more about it and vote for your favourite mashups.

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The Great Reveal Of The 10 Artists

After getting the votes of the public, 10 of Singapore’s rising stars were chosen and tasked to create one song each based off the top mashups created by the public. From 1300s x Urban to 1990-1945 x Pop, the whole songwriting process was featured as a 5 part webisode series. All leading up to the performance at Gardens by the Bay.

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Find The Hidden Boombox & Win Prizes

Leading up to the festival, a gamification feature was unveiled on the website. Users can log in to hunt for the hidden boomboxes and complete the missions to earn points and stand a chance to win attractive prizes.

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The Showcase Concert

Prior to the debut of the artists, we unveiled a countdown timer on the website and got users to RSVP for the festival event. On the night of the festival, the artists got to showcase their debut songs and we also had the spin player booth on site for the public to interact and experience the different mashups that inspired the artists in their songwriting process.

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Results

More than 108,809 web sessions, exceeding the original goal of 77,000 by 41%.
A total of 26,000 votes were cast by members of the public for their favorite mashup inspiration source.
Awarded:
- Bronze at Markies -  "Most Creative - Integrated Media"
- Webby Honoree in Advertising, Media & PR: Media & Entertainment 
Experience Design Team:
Creative Director: Joshua Sim / User Experience: Beatrice Ong / Art Direction & Design: Qian Yu and Alan Teo