Singtel turns data plans into comic family moments in new campaign

Singtel engages users to create awareness about its latest plans in latest campaign

To promote its data plans, Singtel has rolled out a humorous ad campaign featuring iPhone 8 and iPhone X.

The ad conceptualized by BBH Singapore shows a father and daughter entering Singtel's store where all of a sudden they can hear a mysterious voice which happens to be their inner thoughts.

The daughter's thoughts are to buy the iPhone upgrade while the dad wants to keep it for himself. In the end , the dad gives up and tells his daughter she can have the phone but the voice says that she can have it only during the next year upgrade.

Diana Chen, Singtel’s vice president of mobile marketing, said: "We’ve all had that eureka moment when everything suddenly becomes crystal clear. That’s the moment of enlightenment we’ve shown in a fun way, when customers realise the tremendous benefits of combining the iPhone with our DATA X INFINITY and MobileShare plans. The pairing is made even sweeter with annual handset upgrades they can enjoy as members of the Singtel Circle customer benefits scheme.”

The campaign follows a week behind Singtel's Christmas advert launch, which took an emotional turn and aimed to get people to spend quality time with their family at Christmas.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.