Singtel 5G Why Not

Leo Burnett Singapore, OMD Singapore

Client: Singtel

Though Singtel was ahead of the game and became the first telco in Singapore to offer 5G to consumers, it faced an issue - many Singaporeans did not see the significance and impact 5G would have on their lives. The mindset many consumers had was that 4G is ‘good enough’ and ‘5G is for the future and not today’ which hampered its adoption rate.

Our challenge - creating demand for 5G in Singapore. To inspire Singaporeans, we tapped onto 11 popular KOLs from various fields with a combined reach of over 675,000 followers to highlight how 5G has impacted their lives and gave them an edge over others. The team approached the launch in 3 phases, with each phase playing an important role to spread the word about 5G. Phase 1, we kickstarted the conversation by tapping onto the star power of 2 macro influencers and comedic darlings. Phase 2, we weaponised the buzz buy leveraging on 9 micro influencers all representing various niche communities on strategic social platforms ensuring that the influencers let their videos gain organic engagement and traction within the community. And finally with Phase 3, we amplified these videos beyond their followers. In the end Singtel garnered a 57.3% share of mind over competitors and hit the main goal of driving consumers to switch from 4G to 5G as we saw an increase of 10% in 5G subscriptions over the campaign period.