M1 wanted to re-brand as the most personal telco
From a 12-year-old tattoo artist, to a rocking Grandma, we launched a brand campaign featuring 8 Singaporeans who truly marched to the beat of their own drum, reminding us that all you need to be is you .
The campaign launched with a film to land the big idea of “Be” - followed by individual stories of our 8 individuals who truly showed what it means to be you. From TV, to youtube, to out-of-home and even buses, the campaign was truly integrated. Even ending on a Facebook experience where you could get a personalized film delivered to your inbox. The campaign landed M1 as the most personalized telco in Singapore.
