Telcos all have roaming products, and nothing sets them apart.
So rather than try to sell a roaming product, we worked with Singtel to sell it as if we were a travel agent selling the idea of adventure travel.
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90% of non-subscribers
of Singtel expressed interest in ReadyRoam during the campaign period.
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4.6 million views
Across social media (including facebook and instagram)
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102% increase
in sales compared to the previous year’s campaign
Search harder, dig deeper, get lost without actually being truly lost. Let the spontaneity of travel take the front seat with a bold statement – Travel Bravely.
Singaporeans have a bad perception of data roam and the category has largely been transactional. Which is exactly what travel isn’t. So instead of behaving like a telco, we took on the role of a brand that championed new, undiscovered experiences.
We launched with the story of a young boy’s brave journey across an unfamiliar land, with nothing but a backpack and Singtel ReadyRoam. This was supplemented with a travel web series (SSBD) featuring influencer Sonia Chew, digital banners, social posts, full page ads in the local papers and a creative media buy at the money changers'.
For the campaign, we created a brand new identity using key elements like the Travel Bravely stamp, post card graphics accompanied with a CI guide to ensure unified communications over the coming months.
