Brief Explanation

SingTelShop.com wanted to increase awareness of a little-known online offer, that gives $30 off on selected mobile phones purchased during certain timebelts. In Singapore, however, most customers only purchase new handsets only after a year or two when their phone contracts expire. Coupled with the fact that most Singaporeans are not accustomed to buying their mobile phones online, we propose an outrageous campaign that not only increases the visibility of SingTelShop.com as an online shop, but also emphasises its $30 offer in a memorable way that will make consumers remember the offer for years to come.