Singtel unveils its first electricity brand via Geneco partnership in a new campaign

Singtel and Geneco have joined forces to offer Geneco electricity plans through Singtel Power, releasing a musical-style ad to promote the service.

The roll-out of the Open Electricity Market across Singapore in November 2018 means that consumers will no longer have to buy electricity from one provider, SP Group, at a regulated tariff that is reviewed quarterly. It's the first time new brands and competitive offerings have been allowed in the market.

“With Singtel Power, we seek to provide greater value, choice, and flexibility to Singapore households,” said Yuen Kuan Moon, chief executive officer for Consumer Singapore at Singtel.

“We are excited to be a convenient one-stop shop for their power and communications needs. In addition to savings on their power bills, customers can enjoy an attractive discount on their fibre broadband subscription and mobile handset purchase.”

As part of the partnership, Singtel worked with its creative agency BBH to create a musical about its electricity plans. The ad shows dancers in places that are familiar to Singapore residents, like a void deck under Housing Development Board flats, an HDB living room, and kitchen.

“The work continues BBH’s truly upbeat, humorous approach to Singtel’s communications of the last two years,” said Janson Choo, the creative director at BBH.

“From using an iconic song to building a musical stage set and working with a team of dancers, we had a blast making this campaign. Also, peppy, high energy TVCs are not usually associated with the power category and being essentially a new product offering from Singtel, we hope the song gets stuck in your heads like it did for us.”

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