Seniors Go Digital
Integrated
The insight
—Seniors rely on the
familiar to make sense of something new
While most seniors have smartphones and access to the internet, they don’t fully utilise them. They tend to lack confidence and fear “losing face” if they ask too many questions, relying on those closest and most familiar to them to help navigate the digital world.
Using this insight, we positioned Singtel like a family member that seniors could always rely on for help.
While most seniors have smartphones and access to the internet, they don’t fully utilise them. They tend to lack confidence and fear “losing face” if they ask too many questions, relying on those closest and most familiar to them to help navigate the digital world.
Using this insight, we positioned Singtel like a family member that seniors could always rely on for help.
The challenge
—Seniors are not
effectively enabled to navigate the digital world
Many seniors feel lost in an increasingly wired society—something further exacerbated by the COVID-19 pandemic as online skills were required to stay connected. Our seniors were under threat of being isolated. Support solutions from many big corporations and telecommunication companies were just typical device donations and cheap data.
How could Singtel enable seniors so that they won’t be left behind?
Many seniors feel lost in an increasingly wired society—something further exacerbated by the COVID-19 pandemic as online skills were required to stay connected. Our seniors were under threat of being isolated. Support solutions from many big corporations and telecommunication companies were just typical device donations and cheap data.
How could Singtel enable seniors so that they won’t be left behind?
The idea
—Gold-standard digital
services for the Silver generation
With this insight, our campaign, Seniors Go Digital, was born.
We realised that one of the biggest issues seniors face is the lack of available and effective help.
In partnership with IMDA, Singtel curated a service specially for seniors. This service included workshops, educational material, express queues and a dedicated hotline. This enabled them to go digital with maximum support, and build their confidence.
Besides just cheaper mobile devices, mobile plans and data-free WhatsApp, we believe the true gold-standard digital service we could actually provide on top of these, is reliable help for seniors.
The communications positioned Singtel as the reliable close family friend who will answer all their tech-related questions, we crafted an engaging campaign reminiscent of primetime gameshows on TV—a format that gives the target audience a sense of familiarity while injecting excitement. We show that when the stakes are raised, just call on your friend—Singtel.
Working with Mediacorp artiste, Richard Low, we rolled out a 360-degree campaign that included TVC, digital, print and in-store communications, highlighting Singtel's 'gold standard' services for seniors.
Relatable, engaging and multi-pronged, ‘Singtel Seniors Go Digital’ was designed to inspire seniors to get comfortable with technology through a light-hearted yet respectful approach.
With this insight, our campaign, Seniors Go Digital, was born.
We realised that one of the biggest issues seniors face is the lack of available and effective help.
In partnership with IMDA, Singtel curated a service specially for seniors. This service included workshops, educational material, express queues and a dedicated hotline. This enabled them to go digital with maximum support, and build their confidence.
Besides just cheaper mobile devices, mobile plans and data-free WhatsApp, we believe the true gold-standard digital service we could actually provide on top of these, is reliable help for seniors.
The communications positioned Singtel as the reliable close family friend who will answer all their tech-related questions, we crafted an engaging campaign reminiscent of primetime gameshows on TV—a format that gives the target audience a sense of familiarity while injecting excitement. We show that when the stakes are raised, just call on your friend—Singtel.
Working with Mediacorp artiste, Richard Low, we rolled out a 360-degree campaign that included TVC, digital, print and in-store communications, highlighting Singtel's 'gold standard' services for seniors.
Relatable, engaging and multi-pronged, ‘Singtel Seniors Go Digital’ was designed to inspire seniors to get comfortable with technology through a light-hearted yet respectful approach.
Key objectives
—- Inspire
Seniors to go digital.
- Educate Seniors to know that help is readily available with Singtel.
- Enable Seniors with the tools, plans and services.
The execution
—
The result
—
Creative Director: Errol Tan
Associate Creative Director: Edwin Leong
Copywriter: Sansan
Art Director: Catherine Chan, Diana Lee, Sebastian J Ng
Awards
—
2021 / Gold / Markies Awards / Most Creative – Specific Audience2021 / Silver / L&E Awards / Best Engagement Strategy - Specific Audience
Sebastian & his baby, Brandon
Home | All projects | Sebmagine
Meet Sebastian, a creative feline who loves telling stories through 360 experiences, visually and conceptually. After obsessing over digital and print designs for three years at LASALLE, College of the Arts, he found his ultimate playground in the world of advertising and design, where endless possibilities await him. With an impressive client list that includes big brands like Singtel, Canon, Laneige, Unilever, and HSBC, Sebastian has proven himself to be a master of his craft.
Meet Sebastian, a creative feline who loves telling stories through 360 experiences, visually and conceptually. After obsessing over digital and print designs for three years at LASALLE, College of the Arts, he found his ultimate playground in the world of advertising and design, where endless possibilities await him. With an impressive client list that includes big brands like Singtel, Canon, Laneige, Unilever, and HSBC, Sebastian has proven himself to be a master of his craft.
When he's not busy crafting his next masterpiece, you might catch him bouncing on a trampoline or furiously cycling in a spinning studio. And of course, he loves nothing more than a good story, no matter the form it takes, whether it's through food, music, movies, fashion, or even a well-designed workout session.
Achivements
Gold / Markies Awards / Best Experiential Marketing
Gold / L&E Awards / Best Use of Relationship Marketing B2B
Gold / L&E Awards / Best Use of Technology
Silver / Markies Awards / Most Creative – B2B Marketing
Bronze / Markies Awards / Most Creative - Communication / PR
[Singtel 5G(SA): Making The Future A Reality]
Gold / Markies Awards / Content Marketing
Gold / L&E Awards / Best Use of Integrated Media
Silver / L&E Awards / Best Use of Experiential and Live Marketing
Bronze / Markies Awards / Most Creative - Integrated Media
[Power Up with Singtel 5G]
_
2021
Gold / Markies Awards / Most Creative – Specific Audience
Silver / L&E Awards / Best Engagement Strategy - Specific Audience
[Singtel Seniors Go Digital]
Silver / L&E Awards / Best Use of Integrated Media
Bronze / Markies Awards / Most Creative – Integrated Media
[Singtel X iPhone 12 Launch – Celebrate New Firsts With Singtel]
2023
Gold / Markies Awards / Best Experiential Marketing
[Singtel 5G Powers All You Love, Everywhere]
_2022
Gold / L&E Awards / Best Use of Relationship Marketing B2B
Gold / L&E Awards / Best Use of Technology
Silver / Markies Awards / Most Creative – B2B Marketing
Bronze / Markies Awards / Most Creative - Communication / PR
[Singtel 5G(SA): Making The Future A Reality]
Gold / Markies Awards / Content Marketing
Gold / L&E Awards / Best Use of Integrated Media
Silver / L&E Awards / Best Use of Experiential and Live Marketing
Bronze / Markies Awards / Most Creative - Integrated Media
[Power Up with Singtel 5G]
_2021
Gold / Markies Awards / Most Creative – Specific Audience
Silver / L&E Awards / Best Engagement Strategy - Specific Audience
[Singtel Seniors Go Digital]
Silver / L&E Awards / Best Use of Integrated Media
Bronze / Markies Awards / Most Creative – Integrated Media