Circles.Life has launched a crowdfunding campaign and a SG$1 million fundraising page to "bail" people out from mobile contracts worldwide. The telco which entered the Singapore market three years ago, has constantly banked on giving freedom back to consumers.
The crowdfunding will be kicked off by Circles.Life’s initial donation of SG$50,000 with a SG$1 million target, which will be used to pay people’s termination fees globally. This bold move was first executed by Circles.Life Taiwan last September, which gave away SG$50,000 to bail close to 50 people out of their contracts.
According to Circles.Life, mobile contracts are an outdated "terrible" practice worldwide, as it binds people with fine prints in the disguise of phone subsidies and better deals. The telco also explained that these leaves consumers feeling "helpless". Through this campaign, consumers around the world are encouraged to terminate contracts. The campaign was done in-house, and supported by Cinema Verite Pictures.
Hence, it is inviting the public to donate through the GoGetFunding platform to break the outdated contract practice globally. Global consumers who want to receive the termination-fee funding are encouraged to share the Circles.Life video via Facebook and Twitter and share their bad telco experiences, explaining why they want to liberate themselves from contracts and how being bound by contracts limits their telco freedom. This campaign will be open for everyone in Singapore and worldwide without having the requirement to switch to Circles.Life.
Delbert Ty, Circles.Life’s head of marketing said many countries still practice mobile contracts and it is unfavourable to the customers. “Circles.Life was born with a mission to give power back to the customers and we’re proud to pioneer the no-contract plans in Singapore and Taiwan. We want to fundamentally change how customers around the world signup and commit to a mobile plan and give the power back to them," he added.
“Circles.Life always stands with the customers. Through this campaign, we’re raising awareness about this global problem and putting our money where our mouth is," he said.
The crowdfunding campaign comes in the midst of an ongoing global creative review, as the telco aims to continue its expansion into multiple countries and introduce new products. The telco welcomed all creative agencies to pitch for the account, as well as incumbent VMLY&R 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”.
The brand is known for its tongue-in-cheek stunts and audacious on-ground activities, and has over the years grown in prominence. This year alone 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.