Y&R's first celebrates M1's 11th Anniversary

Singapore - MobileOne (M1) has unveiled its first Young and Rubicam (Y&R) created ad campaign since appointing the agency on 5 February, as reported by Marketing.

The year-long campaign targeting the masses aims to emphasise and reinforce M1's reputation for value and innovation. Print will be the lead medium for this campaign and it will be supported digitally alongside outdoor advertising, in-store POSM and direct mail.

Y&R Singapore creative director Mark Fong said, "Capitalising on M1's tagline of 'Brighter', the campaign creatively brings the promise of illumination to life by shedding new light on the latest benefit for consumers. This proposition is communicated in the campaign through the use of bright graphics created with light trails from the screen display of mobile phones to generate an emotional and top-of-mind resonance."

It also wishes to "invigorate the market" by communicating M1's latest key benefit propositions - free calls to three M1 friends, free unlimited IDD calls at one flat price as well as per second billing and multi-line saver for those with more than two M1 lines.