SingTel pincers up Red Rewards

SINGTEL   CAMPAIGNS   OOH

Singapore - SingTel has launched a branding campaign for its Red Rewards programme with the use of outdoor executions involving posters and life-sized crabs around the island.

Six-sheet posters have been displayed at key locations through Clear Channel's customised national network starting 21 April, while ten 3D crabs went up on six-sheet panels located at Seng Kang, Chinatown, Victoria Street, Collyer Quay, New Upper Changi Road, Serangoon Central, Esplanade, Nicoll Highway, North Bridge Road, and Orchard.

Each crab is placed on one side of the panel, along with the poster tagline "Dining deals are bigger when they're Red". On the other side, the pincers stick out while claws grasp the panel.

The SingTel Red Rewards flagship emphasising on how "Life's bigger when it's Red" went up at Victoria Street on 28 April, where a large 3D crab is accompanied for a man lassoing the crab's pincer.

The campaign promotes SingTel's new rewards programme which allows customers to redeem SingTel services, dining, and movie deals with their Red Rewards points.

The 3D fabrication is part of Clear Channel's Create and Collaborate portfolio, while the campaign involved a joint effort by creative agency BBDO and media agency MEC.

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