Grid Mobile debuts campaign in SG, also eyes Millennial segment

Joining the clan of telcos in Singapore is newly-launched Grid Mobile, which aims to entice customers with its customisable mobile plan and add-on benefits. These include the use of accumulated grid Points to offset mobile plan bills, cashback or merchant offers and others. Grid Mobile is the latest mobile virtual network operator (MVNO) that is launched by GRID Communications, a joint venture between Singtel and ST Telemedia.

Targetting Millennials, the telco looks to unveil a referral and loyalty rewards programme to push an integrated rewards lifestyle. The mobile plan comes with customisable add-ons for data, talk time, SMS and free delivery of SIM cards. To reach its target audience, Grid Mobile will be leveraging on digital marketing, and said it "will  consider supporting it with high impact traditional media". Currently, Grid Mobile has partnered with Antics@Play as the brand and creative agency, Kick Marketing for public relations and Ptarmigan as its media agency.

Also as part of this launch, Grid Mobile unveiled a campaign for consumers to engage in. Through this digital contest, consumers are encouraged to show what they would do to "live life larger" by submitting a video on YouTube and tagging it with the hashtag #MINTMYMOBILE. Winners will be rewarded with a lifelong mobile plan, the telco said. The telco's tagline is "Pays you to Live Larger", which is said to link to the benefits it provides.

In a statement to Marketing, Seet Ai-Li, head of marketing, Grid Mobile said the telco’s logo bears the heritage of the Grid brand, aimed at reflecting a solid expertise in the telco industry. Through the use of emoticons and creatives in its logo, Grid Mobile looks to foster strong affinity with its Millennial target audience. The telco will be focusing on growth in Singapore and will look into other MVNO market opportunities in the future.

“Millennials no longer want to be bound by mobile line contracts or worry about exceeding their mobile data limits. But even with the recent abundance in mobile plan options, we realised there is still one major missing piece--how to integrate mobile plans into a consumer’s actual lifestyle, and make it both useful and fun for the millennial consumer,” Mohamad Rizal, senior director, MVNO lead, GridMobile said.

The offering comes at a time when telcos in the market are upping their game, adding flexibility in their packages. It is worth noting that, like Grid, Singtel also recently decided to pay more attention to the needs of the Millennial segment by launching its GOMO plan. In April this year, it launched a marketing blitz to drive awareness of its new product and mobile plan GOMO.

This also drew the attention of competitor brand, Circles.Life which unveiled a microsite stating “Don’t go GOMO! Go Circles.Life!”. According to the website, users who switch from Singtel’s GOMO plan to Circles.Life are entitled to SG$120 cashback and SG$34 off registration.