To showcase the speed and reliability of Singtel’s newly upgraded 4G mobile network, we needed to make an invisible product, visible. So we put the network through a series of very unique tests where a second or two could prove disastrous. Three individuals: a national fencer, a stunt driver and an arcade enthusiast, were challenged to execute three precision stunts – with the mobile network over their eyes.

At the heart of Data ExStream is the Data Optic Gear: A custom-built visor that houses two mobile phones over the individuals’ eyes. The phone on the outside uses its camera to video capture the live surrounding, which is transmitted to a server via Singtel 4G, before being streamed onto the phone which the individuals see. Any delay in transmission would mean a slow reaction by the individual and therefore, a failed test.

For the individuals to be 100% comfortable with their new set of “eyes”, the visual feed had to be accurate to human eyesight and the 4G network ultra-responsive. Preliminary tests ensured the network could remain consistently around 200ms—indistinguishable by the human eye—and determined the optimal zoom to address any object distance disparities. Wide-angle lens attachments compensated for the lack of peripheral vision. Native video calling functions on the mobile phones were used.

The stunts were executed over two days. 360-degree cameras on-site allowed people to experience it live on Facebook and through rich banners. The tests were documented on film that ran online and on TV, accompanied with a making-of video featuring the engineers and technology. A pop-up exhibition at roadshows allowed people to interact with the Data Optic Gear. Outdoor and print drove audiences to our campaign website where they can find out more about the network.

Within a month, the integrated campaign resulted in an increase in new mobile signups by 10% and re-contracts by 4% (Singtel sales data 1 month before and after campaign, 2016), including a 50% increase in intent amongst existing and non-subscribers (Millward Brown COMET Report, 2016). There was a 13% increase in overall positive conversation (Amobee Sentiment Tracker, 2016). The film alone garnered 2.5 million views across social media within 2 weeks and 4.5 million impressions, becoming the most viewed piece of content in Singtel's online history. The campaign was featured on a variety of online publications, news channels and radio shows including Mashable, Channel News Asia and YES 93.3 FM – a total of SGD 1.2 million in earned media.