The Campaign

Online conversations revealed how unhappy Singaporeans were with their current telcos and data plans. The big idea was to trigger consumers to question their current data plans and rouse the demand for more mobile data. After sparking a cry for more mobile data, we would launch Circles.Life 20/20 as the hero of mobile data plans. With a multi-platform execution, the campaign used online and offline placements as complements. Offline placements in public spaces were intended to function as visible advertising. However, online platforms was where the full impact of the campaign was communicated and felt. Online, we seeded onground hijack news and revealed the official launch. Online platforms were the first point of contact, to fuel and increase consumers' conversations about more mobile data and their complaints against the Big 3.

Creative Execution

Teaser: As a shame campaign, SGMobile’s ads ran pre-vandalized. 3 days after, social media personalities vandalized the print ads. Singapore is notorious for strict laws against vandalism. So we seeded the vandalism footages online, to fuel the curiosity of the public. SGMobile’s lacklustre offerings and the sabotaged ads provoked consumers to reflect on how poor their data coverage was. Launch: Riding on the heat surrounding SGMobile’s entry, all SGMobile ads were transformed into 20/20 ads. Circles.Life 20/20 launched island-wide overnight. We prompted consumers to question the 3 telcos by giving them a voice. We created the final push for conversions by empowering them to want more. First wave of 20/20 launch lasted 2 months. Digital media: ran ads on Facebook, Youtube and Google Search for 8 weeks. OOH: Billboards, Wall posters in MRT stations and buses for 8 weeks. Print publications: ran ads on Straits Times for 2 days

Target and Sales: Circles.Life aimed to get increased brand visibility and new conversions. After 20/20’s successful launch, brand awareness for Circles.Life spiked at an all time high, reaching 50% of Singapore’s population. They also experienced increased sales growth rate by 950% within 2 months of the launch. PR: The campaign generated 75 pieces of coverage across broadcast, print, online, and social media (excluding Twitter). In total, coverage spanned across more than a reach of 8.8billion in circulation numbers. Reach and Consumer Engagement: The campaign also drove new consumer engagement and interest, with the site experiencing a 214% increase in new site visitors. It also proved to be successful with existing consumers, clocking a 176% increase in logins from registered users. Industry Impact: Months after 20/20's launch, the big 3 telcos responded by offering similar plans as 20/20's.

The campaign for the launch of Circles.Life 20/20 was executed across online platforms, digital assets, print assets, OOH placements, and TVCs. From teaser to launch, the campaign used the platforms as a conversation between consumers and the brand. The teaser was executed on public spaces, with a fake product to trigger consumer conversations. This was taken online to further drive buzz. For the official campaign launch, the same spaces used for the fake product were transformed into launch ads for Circles.Life. Similarly, this reveal was brought online and onto social media and drove the buzz.

TA: We targeted youths as mobile data was a big necessity to them. Furthermore, they had more legroom to switch telcos. Hitting their online and social media platforms, we drove online conversations to get them to express their frustration with the Big 3 and desire for mobile data. Approach: To make headlines and create buzz, we introduced a fake 4th telco, SGMobile. Mimicking the offerings of existing telcos, we mocked them by getting consumers to question their poor data coverage. The fake telco triggered realization in consumers to demand more mobile data. After getting the press and public riled up and questioning their data coverage, we launched Circles.Life 20/20 as the solution to data woes. Integration: Online, we leaked news about SGMobile to trigger complaints about insufficient mobile data. Online and offline, ad placements for SGMobile were transformed into 20/20 ads. 20/20's campaign launch was blasted across all platforms.