ViewQwest’s Great Snail Race
To raise the brand awareness of ViewQwest, a high-speed internet provider, we launched an excruciatingly long Facebook Live video of a snail race, complete with racer portfolios, giveaways, and nail-biting commentary.
Role
Copywriter
Brief
Expand on the previous tagline “Some things are meant to be slow, but not your internet” into a digital campaign.
A Look At The Playing Field
While tackling this brief, we looked at how our audience reacted to the previous campaign and found that the campaign drew our audience in through its quirkiness and the use of cute characters to keep our audience hooked.
Understanding The Problem
We dived in and realised that:
While successful and controversial, the campaign remained on the safe side and had to rely on ad buys to stand out
Creating a carrot to hook our audience in works
Singaporeans scroll through their feed incredibly fast
For us to capture the busy Singaporean’s attention, we’ll need something so extreme, that they’ll have no choice but to stop for a second look.
The Ideal Idea
From these findings, we realised our ideal solution had to accomplish the following:
Be so controversial that Singaporeans pause to watch it
Feature something slow while continuously engaging the audience
Embody the line “Some things are meant to be slow, but not your internet”
Our Way In
Through our research, we found out that
Singaporeans love the wacky and the cute
We scroll through our feed incredibly fast, but we stop and enjoy the content when it’s something wacky, something that makes us laugh, or something cute. Which led us to the idea:
The Great Snail Race
Because in a space where everything is about speed, what could be more controversial than an adrenaline-pumping, excruciatingly long video about snails racing?
Rollout
We wanted to emulate an actual racing event and launched our race in this order:
Created our microsite
Announced the race details along with exclusive prizes to capture our viewers’ attention
Announced the snail racers in full glory (After all, how often do you see a picture of a snail on your feed)
On the day of the race, we
Looked for relevant brands and tapped into their reach by posting a comment that directed them to our video
Constantly engaged fans in the comment section
Bringing It Together
You can catch the excruciatingly long Facebook Live video of the Great Snail Race, complete with racer portfolios, giveaways, and nail-biting commentary here.
The heart-pounding, action-packed race entertained fans for 1hr 30mins and even drew SGAG’s attention.
