Driving leads programmatically in Singapore's crowded telco market

Client: StarHub

Singapore leads Southeast Asia’s mobile-first economy, with 98% of its population owning a mobile phone, with limited opportunities to tap new demand and customers for products and services.

 As the telco competition in Singapore continued to heat up and amidst a pandemic-driven, rapidly changing consumer consumption backdrop, prominent mobile telco provider StarHub sought to leverage its long-term strategy of in- and online-store experiences to overcome challenges and tap opportunities that would drive conversions and purchases online for its mobile plans and phones.

 Working with its media agency Carat and Yahoo, StarHub launched a clear, straightforward lead generation campaign to drive conversions and purchases online for its mobile plans and phones. Targeting non-StarHub subscribers, particularly users subscribed to their competitors, and users with an interest in mobile phones and the latest models, the campaign was powered by synergistic first-party data and artificial intelligence. 

 Combining StarHub's CRM data and Yahoo’s 200 billion cross-screen data points each day from search, mail, content and more to create a complete picture of the audience, the strategic programmatic campaign focused on optimising reach, driving a straightforward customer purchase journey and maximising ROI and ROAS, all in a privacy-centric way. 

 Consistently driving one of the lowest cost-per-acquisition rates amongst all channels, Yahoo propelled conversions and performance for StarHub, generating actionable leads, enhancing brand awareness and driving sales for StarHub mobile.