SingTel launched a free British Premier League application that touted live score updates, betting calculators & live streaming from your 3G mobile device. Their above & below the line campaigns were already working in full steam to drive trial downloads of the app. SingTel launched a free British Premier League application.

Still, downloads were sluggish. So when handed the brief, we responded with a first of it's kind breakthrough cinema placement, where a spot actually interacted with the cinema audience.

Results: 63% increase in downloads of the BPL App. 8 standing ovations. 2 angry Newcastle fans.