Yolk launches the Kallang Roar Project

Screen shot 2012-04-10 at 11.00.09 AM.pngWith the upgrading of the Kallang Stadium in Singapore, Yolk (a Grey Group Company) realised that the voices of the nation were also in need of modernisation to unite the nation behind the LionsXII in their Malaysian Super League run.

"We realise that the Malaysia Cup and the Malaysian Super League are very personal matters. Everyone has their own story, yet, regardless of race and upbringing, we know we are one voice", explained Prakash Somosundram Director of Social Media at Yolk.
"Unfortunately, the Jalan Basar Stadium capacity is a fraction of Kallang Stadium's. And rather than lose the experience and conversations due to insufficient seating, we knew that they were merely moving into the digital space".

Visualised in the form of the celebrated Kallang Wave, ourkallangwave.sg is an interactive site that allows fans to not only cheer for the team, but also experience past glories of the Cup and league, and share personal experiences and stories with their friends.

#LionsXII is a real-time Facebook application that captures conversations on Twitter with the #LionsXII hashtag. Fans are able to roar with a tweet to show their support for the Lions while feeling the camaraderie with fellow Singaporeans in the social media space. The app also allows individuals to view graphs and statistics of the live tweeting action for past matches. To date, there have been over 3,350 tweets roaring the team on.

Along with the app, fans can watch video interviews with fans or browse through photos at previous games--all content that have been exclusively uploaded to the mysingapore.sg Facebook page to help ignite conversations between fans and create a full digital experience of the nation's pride.

"The convergence of Singaporean fans on-ground during matches with mobile Twitter; at home on the web and with friends on Facebook; creates a consolidated voice that amasses support for the Lions - a support that is louder than ever, " emphasised Kelveen Soh, Operations and Client Engagement Director at Yolk. "This is a chance for the nation, regardless of age, gender, or race, to stand together united and support the Lions!"

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.