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The Meta*Guide

Integrated






The insight

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Launched in 2021, Singtel 5G is provably the superior network in terms of 5G coverage.

Yet, Singtel was still losing ground to competitors offering 5G plans at lower prices. Audiences were not convinced on how Singtel 5G can change the way they live, work and play.

To drive adoption, we had to educate audiences on the benefits of Singtel 5G in relevant, tangible ways. Ultimately, convincing them that it was the network that connects them to new experiences everywhere.




The challenge

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COVID-19 restrictions meant Singaporeans were used to staying home and relying primarily on WiFi, resulting in a lack of awareness about 5G and its relevance to their daily lives.

This left customers on 4G plans reluctant to convert, believing that their connections were sufficient for their daily needs.






The idea

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The journey to the metaverse might be still unknown to most of the target audience. To solve that, we position Singtel as a companion, a guide to lead the audience to the virtual world through a tunel that is powered by Singtel 5G. And the first destination of this journey is ifland.

Audiences then got to explore the exciting new world of the Metaverse with us at our phygital event. Fans were treated to a richer, more immersive virtual performance by American singer-songwriter, Alec Benjamin.

The event proved Singtel 5G's reach beyond physical locations, showcasing Singtel 5G as a Metaverse-ready network. One, that can power exclusive experiences linked to all that they love — including music and entertainment. Our KOLs engaged audiences further by sharing bite-sized content of the events, further inspiring trials of Singtel 5G. Thus, demonstrating how Singtel 5G lets them enjoy more of what they love.



The strategy

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After 3 years of isolation and social distancing, consumers craved new experiences that made them feel connected and engaged. So, we tapped into our audiences’ passions to leverage cultural moments.

By contextualising 5G beyond complicated jargon, we could capture their attention. 

Through socialised experiences, we could weave Singtel 5G seamlessly into everyday conversations.


The execution

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We work with 3D artists, ifLand programmers to design the even space in the virtual world.



We also created a content piece with KOLs during the event.



We designed the phygital event layout with the main stage, AR experience station, photobooth and the buffet bar.



We also use the main KV to adapt through the whole event including the performance featuring Alec Benjiamin.





Creative Director: Edwin Leong
Associate Creative Director: Giap How Tan
Copywriter: Sansan, Shijie, Wesley
Art Director: Sebastian J Ng


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.

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


2023 


Gold / Markies Awards / Best Experiential Marketing 

[Singtel 5G Powers All You Love, Everywhere]

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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]

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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]