One solve to take on all with CAST.SG

Integrated

The insight
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As a legacy telco, Singtel is a Goliath of a company. But, against the likes of Google's Play Store and Apple's App Store, Singtel’s new app marketplace, CAST.SG, remains a David-sized player. Squaring up against the big boys meant that we needed a multi-faceted solution to connect with every side of our audience's personalities and needs.

The challenge
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As a new, smaller entrant into the app marketplace industry, CAST.SG's user base is significantly dwarfed by the bigger platforms. With inevitably far less budget, this meant that we had to be far more strategic with our budget to reach out to new audiences. Ultimately, we had to convince audiences CAST.SG was the single solve for every one of their needs.

The idea
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A Rubik's Cube served as an easily understood and recognisable metaphor for audiences. Varying app combinations on every side of the Cube conveyed the diversity and customisability CAST.SG offered. This was a visually engaging, flexible way to communicate CAST.SG's diverse range of apps and services, and how it serves our audience's every need.

Extensions focused on specific interests, increasing relevance to targeted segments. OOH and social content further raised awareness among audiences, boosting recall through a consistent Cube motif.

The strategy
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We understood the importance of having a distinctive brand asset to connect with and create greater awareness among consumers.

Our goal was then to create an ownable brand asset for CAST.SG that was highly adaptable for its various services and media channels.

The use of this asset also had to be sustainable beyond the campaign, ensuring longevity for future communications.

The execution
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We work with 3D artists to create the cube with precise calculation on every fix to get the color tiles to be at the right place.