ReadyRoam with Singtel

OMD Singapore

Client: SingTel

Singtel ReadyRoam Programmatic Advertising Campaign

This campaign aimed to significantly increase Singtel ReadyRoam adoption among existing Singtel mobile customers planning international travel. Leveraging programmatic advertising with a data-driven, hyper-personalized approach, we achieved outstanding results exceeding key objectives: Uplift in ReadyRoam Uptake: Achieved and surpassed the target by 20%, and exceeded Singapore's overall travel growth of 58%. Highest uplifts were seen early in the year, with a 100% growth in uptake from January to April. Page Lands Goal Exceeded Strong Media Performance: Delivered exceptional click-through rates (CTR) exceeding targets by: 300% on DV360 programmatic banners. 30% on Facebook and Instagram ads. Key to Success: Real-time Targeting: Utilized real-time Google travel data to identify trending destinations and tailor messaging accordingly. Phased Approach: Established a strong awareness base before optimizing for conversions. Multi-Channel Strategy: Employed a mix of programmatic display, native advertising, video ads, and in-app advertising to reach travelers across various touchpoints throughout the travel planning journey. Always-On Presence: Maintained consistent brand messaging through Facebook, Instagram, and programmatic banners targeting Singtel customers with travel intent. This dynamic and personalized campaign demonstrates the power of programmatic advertising in driving significant user acquisition within the travel sector.