M1 asks customers to call the shots

• M1 launches campaign for Take3
• Created by Y&R
• Runs across various platforms

Singapore - M1 has launched a Y&R-created marketing push for its Take3 programme that offers customers the flexibility of using the latest handset without any upfront or monthly payment.

The campaign launched last Saturday involves print, radio, digital and guerilla and eDMcomponents.

As part of the guerilla execution passers-by at Orchard Road, Raffles Place, Plaza Singapura, Tampines Mall and Suntec City will be invited to act out as director with props such as the Director's chair, lights and loud hailer, and say "Take 1,2,3" to help drive home the message that customers call the shots.

"Singaporeans love their mobile phones and are always on the lookout for great phone deals. With Take3 we are saying to all mobile users, yes we hear you. This programme puts the interest of our customers first and gives them what they want, the flexibility that is not currently available in the market," Karen Kooi, acting chief executive officer of M1, said.