Circles.Life has called for a global creative review, as the telco aims to continue its expansion into multiple countries and introduce new products. The telco welcomes all creative agencies to pitch for the account. Incumbent VMLY&R will also be invited to pitch. VMLY&R was appointed in March this year, and has worked with the telco on campaigns such as “Brick Phone” and “Data Leech”.
In a conversation with Marketing, senior marketing manager Megan Yulga said the pitch will cover markets in the ASEAN region as well as Australia, and will also go beyond the region. Australia is Circles.Life’s second expansion market outside Singapore, after Taiwan in late June. According to Yulga, the telco is hungry for creative directors who are looking to push boundaries which is also tied to smart strategies that allows the telco to "flex as it scales". The awarded agency will be tasked to launch a coordinated multi-geographical campaign and mold the future of the Circles.Life brand.
The brand is known for its tongue-in-cheek stunts and audacious on-ground activities, and has over the years grown in prominence. Recently it made headlines for its open letter to big boy competitors Singtel and StarHub accusing the two of mimicking its plans and products. This saw the brand then receive a taste of its own medicine when fellow challenger telco Zero Mobile took shots back at it.
Another one of its memorable stunts include the mysterious cash-dispensing vending machines back in February 2018. It also went out of the box when it placed an invite on a billboard along Raffles Place asking Crazy Rich Asians’ star Henry Golding out on a date for The Weeknd concert. This was part of the launch and marketing of its "Discover" feature which allows users to share events on social media and purchase tickets directly on the Circles.Life app.
Circles.Life recently launched its first campaign in Australia, named “likeable not hateable”. The campaign was aimed at focusing on Circles.Life’s DNA in the country to give power back to the customers and make telcos more likeable than hateable. The creative agency behind the campaign was BMF, while Mindshare and Edelman handled media placement, and PR and influencers respectively.