M1 sees spike in new sign-ups

Singapore - MobileOne's (M1) launch of a TBWA-conceptualised campaign to raise public awareness of its service offerings in an effort drive user subscription has met with favourable results.

Although M1 said it was still too early in the campaign to provide exact results, it reported an encouraging number of sign-ups have been seen since the ads rolled out.

"The high recall rate for our TVCs and the favourable response prove that humour can be an effective method of communication. It was great to have a campiagn that not only brought out the laughs but significant results," Chan Yu Juin, GM consumer marketing, M1 said.

The ads, called ‘Indian restaurant' and ‘Long time no speak' highlight the fact that it's easy for M1 subscribed users to get carried away as they enjoy free IDD and weekend calls. The ads feature the manager of an Indian restaurant in Mumbai receiving a prank call for a home delivery order only to find out the delivery address is in Singapore/another country, while ‘Long time no speak' involves an adult man receiving a trivial call from a primary school mate from long ago.

The TVCs were screened on Channels 5, 8 and U, as well as cable channels such as AXN, Discovery Travel & Living and National Geographic.

The campaign targeted value-conscious users and frequent overseas callers. OMD handled media planning and buying duties.