Project Silverline

This is my absolute favorite project working with SingTel. Together with Newton Circus, OgilvyOne pitched the idea to SingTel and finally, after 18 months of work, it’s launched in Singapore.

Many people upgrade their smartphones as soon as a new one arrives, but what happens to the older, perfectly good ones? Instead of old 3G phones ending up in a land fill, why don’t we collect them, re-purpose them and give them back to the elderly in our community? And what if we on top of that installed specially designed apps for the elderly? With big buttons and simplified functionality? The result – The Silverline project.

The full case study is here:


Cannes Gold Lion winner 2013
Mobile Applications category

Leave a Reply

Your email address will not be published. Required fields are marked *

Scroll Up