The Challenge
SingTel’s AMPed was an existing music player mobile app that was losing ground with its audience who were moving to other services with more diverse features. We needed to reinvigorate interest in the application not only through a new look and feel but excite our audience again with a revised feature set.

The Idea
Our audience weren’t going to accept a reskinned version of the current app. As my colleague says ‘That’s like putting lipstick on a gorilla and hoping the light is really dim.’ We needed to leverage what worked in the original and then build a new offer that would excite existing users and also make the app competitive with the rest of the market. When we saw so many people moving to social music sites and advocating intelligent playlists, we realised not many applications were doing both. And this gave us the idea of ‘infinite music discovery’, a creative platform that incorporated social connectivity with AI that recommended songs and playlists based on your personal preferences.

The Results
Amped 2.0 not only regained the ground it had lost with the previous version but significantly increased the overall user base. SingTel continue to supply AMPed as their primary music mobile application.

The Bonus
The online rule we often forget is ‘If you build it, they won’t just come.’ You need to build awareness and that means marketing. We conceptualised and pitched several ideas from a microsite that used the AMPed engine to stream content, to out of home ideas that let you plug into objects in the real world and hear what they ‘sound’ like to a bookmarklet that turned every internet page into a jukebox.