CIRCLES.LIFE DATA DARE CHALLENGE

TitleCIRCLES.LIFE DATA DARE CHALLENGE
BrandCIRCLES.LIFE
Product / Service20GB FOR 20$ DATA PLAN
CategoryC04. Competitions & Promotional Games
EntrantVML Singapore, SINGAPORE
Idea Creation VML Singapore, SINGAPORE
Media Placement VML Singapore, SINGAPORE
Production VML Singapore, SINGAPORE

Credits

Name Company Position
Joaquim Laurel VML Creative Director
Ishan Chatterjee VML Client Solutions Director
Rahul Chawra VML Regional Planning Director
Andrew Yap VML Lead Art Director
Ariel Chia VML Project Manager
Shalyn Ng VML Client Solutions Manager
Ebenezer Tan VML Social Media Executive
DIlip Garga VML Senior Planning Manager
Ashik Ashokan VML Digital Planner
Tripti Lochan VML CEO, VML SEA & India

The Campaign

Data Dare Challenge Will you download a 2GB jpeg of the campaign billboard on your phone using-up the limited data allowance provided by your existing telco network to win a mobile phone handset? That was the dare that the campaign threw towards Singaporeans. On one hand, there was an irresistible urge to be the 100th downloader every day to win a Samsung S8 mobile handset, that a Singaporean heart just couldn’t ignore. While on the other, there was the pain of suffocating the already limited mobile data allowance provided by their existing telco. Who dares, wins.

Creative Execution

I – PROVOKE ? OOH – Billboards, bus-wraps and LED posters at strategic high-traffic public locations across the city. ? Digital – static posts, short-form videos, GIFs, stories and live videos, customized to suit the various social media channels. ? On-Ground Activations – At Chevron House and Wisma Atria Mall, one of the hot-spots for shoppers and revelers. Encouraging Singaporeans, in person, to participate. ? Booster – People could get one additional GB per month for free by changing the name of their hotspot to “Circles.Life” and the password to “DataDare”, and share it with passerby non-customers, so that they could participate in the challenge without being constrained by their own existing data plans. II – PROPOSE Visiting the website e-store was mandated for participation. Once they provided their contact details (hot leads) the download would begin. As they waited anxiously, losing data, rolling banners listed Circles.Life benefits.

Describe the success of the promotion with both client and consumer including some quantifiable results

NOT FOR PUBLICATION After 30 days of provoking data-deprived Singaporeans we found that we had managed an unduplicated reach 1.94 million users purely on Facebook. Many more on other mediums. The campaign engaged over 9,500 people, with an impressive 310,000+ interactions on social. It also led to a 25% increase in click-through rates on paid-media performance, lowered CPC by 26% and reduced the site bounce-rate by 11%. All of this helped deliver on actual metrics we had set-out to measure our success. Performance against objectives: Objective 1: ? Increasing traffic to the Circles.Life website. Performance: ? The campaign increased traffic to the website by a mammoth 7%. Objective 2: ? Increasing conversions for the Circles.Life mobile plan. Performance: ? The campaign increased conversion rate (sign-ups to Circles.Life mobile plan) by 22% as compared to pre-campaign period. The campaign also achieved a 38% completion rate, beating internal forecasts and benchmarks

Explain why the method of promotion was most relevant to the product or service

This campaign demonstrates an idea that provoked Singaporeans, through its OOH, Digital and On-ground initiatives to participate in the brand’s Data Dare Challenge contest. “Will you download a 2GB jpeg of the campaign billboard on your phone using-up the limited data allowance provided by your existing telco network to win a mobile phone handset,” was the dare it threw out. The irresistible carrot included in the campaign was hard to ignore; thereby creating a perfect moment to propose the brand’s exciting data rich plans.

One would assume that Singaporeans would be happy with the data allowance provided by the existing telcos. However, this was not the case – research showed that 73% of Singaporeans are unsatisfied with their current data limits. What kept them going despite this feeling was exit barriers in the form of limited choice, contractual obligations and having signed up for the benefits of bundled packages; coupled with a general sense of inertia associated with switching to a lesser-known digitally-led telco. When we spoke to Singaporeans, we unearthed a simple yet powerful realization: their inertia to switch broke down only when poked where it hurt. Telling them about an irresistible offering from Circles.Life wasn’t enough to make them act. For them to switch, we had to make them dig-out and internalize for themselves the frustration of limited data allowance, buried deep within their hearts.