Cannes Lions
OGILVY & MATHER SINGAPORE, Singapore / TWITTER / 2015
Awards:
Overview
Entries
Credits
Execution
We visualized 3 incredible real stories that broke on Twitter first, how they unfold in real time and scooped traditional media.
Sichuan Earthquake, May 12, 2008: Web developer @dtan alerted the world to the catastrophic earthquake that struck Sichuan province in China hours before the U.S. Geological Survey was able to comment. (The devastating chain of events is recreated with seismographic lines).
Death of Osama bin Laden, May 2, 2011: After hearing the rare sound of helicopters, Abbottabad IT consultant Sohaib Athar unknowingly live-tweeted the U.S. Navy SEAL raid that resulted in Osama bin Laden's death, hours before the news hit the wires. Once the news broke, Athar tweeted, “Uh oh, now I'm the guy who live-blogged the Osama raid without knowing it.” (Sound waves illustrate the dramatic timeline).
Birth of the Royal Baby, July 22, 2013: Freelance photographer Jesal Parshotam had been waiting outside St Mary's Hospital in London for nine hours when he noticed cars carrying the royal couple arriving at the back of the hospital. He tweeted to break the news and was bombarded with congratulations including one excited message that hailed his tweet ‘the scoop of a generation’. (A heart rate brings the timeline to life).
Outcome
SINGAPORE
- The number of Singaporeans visiting Twitter daily increased by 37.2% from Q4'2014 to
Q1'2015.
- The amount of Singaporeans claiming to actively use Twitter increased by 15.4% from Q4'2014 to Q1'2015.
INDIA
- In the 2 days after 23rd April (when the creative was featured in the newspaper), Google searches for 'Twitter' increased by 17%.
- In the week after 23rd April, the amount of Google searches for "Twitter news" was 13.8% higher compared to the week before 23rd April.
The campaign had succeeded in getting people who had rejected Twitter so far to be interested in it again.
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