Speaking to the heart

Integrated

The insight
—

For most of us, prepaid plans are just one of the many options in the market. But to a certain group of people in Singapore, these prepaid plans involve everything they hold dear to their hearts. Making up over 75% of Singtel’s prepaid customers, these are none other than Singapore’s foreign worker population, from migrant workers to domestic helpers.

As a legacy telco in Singapore, Singtel has consistently supplied foreign workers with stellar prepaid services. Now, Singtel is ready to take the first step to introduce our niche audience to the world of 5G prepaid plans – all by speaking to the heart.

The challenge
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The new tech lure of 5G alone is not enough for our target audience to do a double take. Price-sensitive foreign workers are more than able to make do with their current 4G plans, without seeing the need for a 5G upgrade. We needed another way in. One that would allow our consumers to realise the true value of 5G, beyond just the technical benefits.

The strategy
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We concluded that while foreign workers may have to settle for less, they strive to make the best with what they love - connecting with their families, hobbies and leisure, health and future. We knew we needed to capture the hearts of our consumers from their passion points. Thus, we positioned Singtel as the network that allows you to do what you love - only better, with 5G. Touching on our consumer’s greatest passion points, we showcased how 5G benefits, such as faster speeds and lower latency, can support the things they love in a faster, smoother and more enjoyable manner.

The execution
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In a 360-degree campaign combining digital, OOH, on-trade and print communications, we reached our audience in spaces close to their hearts, from the physical locations they frequent, to the social platforms they enjoy.

For a start, 5G showcases at high traffic gathering spots introduced our audience to the benefits of 5G and what it can do to enhance their lives. The 5G experience even extended to their dormitories, with a full-fledged 5G event complete with video call booths, 4G vs 5G network battles and live performances. Not forgetting our online audience, who got to enjoy live performances of their favourite Tamil and Bengali artists on Facebook, powered entirely by 5G. Connecting with our audience through what they know and love, we managed to convince them of the true value of 5G.