The Campaign

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, once they are finally ready to purchase when their contracts are expiring. The campaign is a combination of an online contest, activation, video content, Facebook, and humour all rolled into one to create memorability, buzz, and consumer engagement.

Success of the Campaign

• Up to 50% increase in traffic to SingTelShop.com. • 400% increase in purchases made at SingTelShop.com during the promo timebelts. • 171,544 total participants in Phones for Free contest for the first 2 weeks alone (18 contest rounds only). • Buzz generated online by consumers, that will further make people remember the SingTelShop.com $30 offer for many more years to come.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Phase 1: Free phone giveaway at SingTelShop.com during promo timebelts (lucky draw with no strings attached) to increase visibility of SingTelShop.com. Print, radio, online banners & EDM were simultaneously launched to point consumers to the website. Phase 2: To reiterate the $30 offer, mobile phones came to life through a movement called Fairness for Phones led by a trio of handsets (mascots) who took offense at being given away for free, emphasizing that there is already a $30 offer. They protested at various locations (on-ground activations), did radio open talk & advertorials, started Facebook page & chronicled their progress with videos to get support. They even defaced existing online banners and contest website. Phase 3: After a brief stand-off between SingTelShop.com and the protesting handsets, they finally came to a fair resolution. All media channels were updated accordingly, with the additional bus ad buys.