Emoji, a mobile-specific language, is widely used by everyone from teenagers to young adults and even music celebrities. By combining movies and emoji, SingTel made mio TV relevant and interesting to our young mobile audience. At the same time, SingTel rewarded the right guesses with a free trial of mio TV, allowing users to experience the quality of movies on mobile – all within the convenience of your finger’s reach from touch to trial.

Within its first week of launch, Movie Emoji generated 11% reply rate and a 43% increase in video-on-demand viewership. With zero production and media budget, and by tapping into a database of existing SingTel users, Movie Emoji achieved maximum reach and created thousands of 1-to-1 conversations with our target audience. The campaign piqued social interest and was well-received by SingTel customers, leading to user-generated movie emojis. With that, SingTel’s Movie Emoji showed that all it took to promote new-age TV were good old-fashioned text messages.