SINGTEL STREET ART 2.0 - VIRTUAL GRAFFITI.
In a city where freedom of expression isn't the norm, how can we encourage young people with curious minds and endless imagination to express themselves freely? How can we truly inspire culture creation amongst the youth?
We did an intensive 2-week research where we hung out in places where youths are, such as skate parks, fast food chains, indie concerts and game centres in Singapore. After speaking to them, we realised that the freedom of expression through art is limited in Singapore. Local youths associate art with street art more than gallery art. Thus, as a technology and communications brand, how could SingTel reach out to the youth and come up with a solution for this problem? We researched few avenues, from microsite to cool activities and came to a conclusion – a mobile app that really engaged with this target group.
SingTel Street Art 2.0. A mobile app that enables youth to create street art virtually on their mobile devices and tag them to locations in Singapore. This is a good opportunity where one can showcase their talent in creating beautiful art and having their masterpieces viewed virtually via the app's street art viewer by other users. All street art can be tagged via geolocation. What's more, target audience can earn street cred, garner a social following, and connect with other street artist and fans.
Download the SingTel Street Art 2.0 app. Start making your street art on the street via your mobile. Tag them via geolocation. View others’ masterpieces. And socialize.
We tested this app amongst the youths who are street art lovers and also those who want to get their hands on experimenting with street art. The result was positive. One of the comments was, 'Wow, this is a cool idea. It's like breaking the rules without really going against the law.’