Singtel has launched an integrated campaign in line with the upcoming National Day celebrations. The month-long campaign was developed with its newly appointed creative agency BBH.
The first part of the campaign will see the roll out of 12 print ads in the run up to 9 August 2017. This will feature portraits of Singaporeans and their aspirations on banners and posters at bus stops across the island and on social media. Photographer Chia Aik Beng was enlisted for the campaign. A video dedicated to the Singaporean “go-getting spirit” will also be released, according to Singtel.
The second part of this month-long campaign will feature Singapore’s athletes heading to the SEA Games in Kuala Lumpur. This follows Singtel’s recent renewal in partnership with the Singapore National Olympic Council to develop the local sporting scene. This saw the telco helping to fund the training of the nation’s athletes to promote and develop sports in Singapore.
Titled “Power On” campaign will feature six partner athletes in content that aims to promote a sporting culture and inspire Singaporeans during major athletic events. They are, Joseph Schooling, Loh Zhi Zhi, Mark Leong, Nur Alfian, Shanti Pereira and Shayna Ng.
According to Singtel, the month-long campaign pays tribute to Singaporeans from all walks of life. It features Singaporeans from different backgrounds coming together as one nation, this is to “seize opportunities, overcome challenges and keep on striving”. A customised National Day frame will be made available on Facebook for users to download and partake in the celebratory greetings.
“National Day is a celebration of our progress as one people every 9 August when Singaporeans fill up with national pride and patriotism. But often times, the spirit of National Day tends to fizzle out shortly after. We hope our campaign will serve as an awareness ribbon of sorts to gently remind ourselves to keep flying the Singapore flag even after the birthday party,” Lian Pek, vice president of group strategic communications and brand, said.