M1 deals some flash fun over CNY

Singapore - MobileOne (M1)   has launched a TBWA-created Flash Mob TVC to generate hype for its ‘One Life. Live it' brand philosophy and cut-through the "notorious" clutter during the Lunar New Year period.

"The concept of a flash mob perfectly encapsulates M1's philosophy that our consumers not only desire to maximise their mobile lives, but they also want to lead a life less ordinary and have fun doing so," said P Subramaniam, Marketing Director, M1. "Mobile communication has evolved into a lifestyle necessity and its not just about introducing cheaper price plans and handset deals -- the consumers' choice of a telco provider also makes a distinct statement about themselves."

Placed by OMD Singapore, the TV spot depicts a group of students and executives in humorous scenarios receiving messages and calls on their mobiles. They then drop whatever they are doing and dash towards the Botero Chicken statue at Boat Quay to join a flash mob event -- dancing, clucking and nesting like a chicken.

"The challenge here was to not just differentiate M1 from the other telco operators but to create talk value for the new commercial over the Lunar New Year television-scape and so we produced an innovative, fun and entertaining spot," said Justin Barry, CEO, TBWA Singapore.