Integrated: OMD Singapore

Matching a compelling upsell message with optimised media planning helped a Singaporean telco brand enjoy an 11x uplift in sales.

In August 2022, Singtel launched WiFi 6 a new technology that enhances the broadband connection at home with a wider WiFi coverage and across multi-devices. It was the third year of the pandemic and the brand aimed to get millennials and young parents to upgrade their current WiFi set up to WiFi 6. 

The consumer challenge was that Singaporeans did not understand the increase in bandwidth required to support their daily digital consumption. Creative ideas were showcased to demonstrate the tension of life before and after WiFi 6, especially after 6pm. 

Media strategy was used to encourage people to stay motivated and reach their most bandwidth-heavy me-time moment. Out-of-home (OOH) buys were used in high dwell time areas and local news sites. Meanwhile, YouTube was leveraged to further engage the audience. Singtel partnered with Meta, TikTok, and other media and platforms to increase online awareness of its upcoming launch, with 40,762,798 unique impressions. 

Using a proprietary eye-tracking and facial coding tool, Singtel measured strong positive sentiment amongst 51% of its audience which successfully drove interest in the WiFi 6 plans. This resulted in real business conversions – with an 11x uplift in sales – and 79% of Singtel users and 63% of non-Singtel users in terms of propensity to purchase amongst younger audiences.

Judges’ comments

“A good mix of physical and digital media combined with intelligent 'me time' targeting and an impressive sales uplift.”   

“Well thought out drive on a view on the audience pain that  WiFi 6 would address. Good mixed media to reach the audience and great results on the campaign as a whole for sales.”  

“I really enjoyed this entry. It was clear on the challenge, the insight and then the idea and how this was executed and delivered into the campaign. The results, particularly the uplift in sales over the campaign period, demonstrate the campaign success. A simple idea, based on strong insight, executed well. Well done!”

Also shortlisted: 

SHC Digital: Level Up with UCB (University College Birmingham)