M1 launches campaign that listens

Singapore - Young and Rubicam (Y&R) Singapore has launched an integrated advertising campaign for M1, themed ‘You Deserve Better', consisting of both television and digital components.

The campaign is targeted at consumers who are tired of being with a telco that is inattentive to their needs, emphasising that M1 is different.

"Armed with the insight that an increasing number of consumers felt like they were being ignored or not taken seriously by companies, we developed a campaign that clearly positions M1 as an organisation that delivers brighter solutions because it listens," Patrick Low, executive creative director, Y&R Singapore, said.

"On top of conceptualising a hard-hitting idea that would shift the goalposts in a highly competitive telco market, the other pivotal part of the creative process was making the executions entertaining so that they were in line with M1's brand voice," he added.

Two TVCs will be launched, the first one titled ‘Vox Pop' which features three characters from an unnamed company surveying people on the street at the insistence of their boss, who eventually tune out into their own world of loud music, oblivious to the interviewee. The second TVC, titled ‘Survey' shows the same characters filling out their own company survey, with both TVCs ending with the same parting shot of the characters revelling in their own mischief and bopping to their noisy tunes.

In alignment with the campaign, M1's CEO Neil Montefiore, led some 40 M1 employees on a street survey to collect feedback from shoppers and visitors on Orchard Road on 27 April.

The launch TVCs aired on 27 April, in the evening, on local and cable channels.