Singtel amps up concert season with month-long fan playground

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Singtel is turning concert week into a month-long celebration for fans, creators and tourists with "The concert pass", a pop-up playground designed to extend the fan experience beyond the stage.

Running from 24 November to 24 December, the activation blends lifestyle, connectivity and culture in an immersive, content-friendly space that encourages fans to create and share memories.

Shilpa Aggarwal, VP, mobile, customer solutions at Singtel Singapore, described the activation as a space built for expression, content creation and community. Travellers picking up a Singtel Tourist SIM are guaranteed best-in-class connectivity from the moment they land, allowing them to instantly share travel moments. On arrival, they’re greeted with fan freebies and immersive photobooths, setting the tone even before the concert weekend begins.

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Singtel worked with Dollop and Butler Experiences to bring the activation to life. Dollop’s ultra-aesthetic photobooths, including a rotating camera in a car, drive the content-first experience, while Butler manages the on-ground build-out and operations. The result is a space designed to match the energy fans bring into the city during concert season.

The activation aligns with Singtel’s broader strategy to elevate fan engagement during major events. Concerts are peak cultural moments, and with the company’s network already supporting high-demand shows such as Coldplay and the Singapore F1 Grand Prix, the telco wanted to offer fans more than just connectivity.

"The concert pass" aims to extend the concert high beyond the venue, provide a 5G+-powered content playground, and position Singtel as the go-to Tourist SIM for fast uploads, navigation and real-time updates.

Fans can enjoy DIY stations, collectables and premium photostrips built for hands-on fun, highly shareable content and personal keepsakes. The activation is designed for both tourists and locals: Singtel Postpaid 5G+ priority customers can redeem freebies at Kallang Leisure Park, while a SG$5, 48-hour priority pass via the MySingtel app offers priority queue access for others on a first-come, first-served basis.

Singtel is also exploring similar tie-ups across concerts, festivals and cultural moments as it develops a hi!tourist experiential approach aimed at enriching both fan and visitor journeys.

“Concerts are cultural moments when the city lights up, and we wanted our customers to feel that excitement from touchdown to encore. The Concert Pass brings together our 5G+ speeds, creator-ready spaces and fan-first perks to elevate the entire journey — not just the show. It’s a demonstration of customer centricity in action, enriching the Singapore experience for tourists and deepening fandom culture for locals.," said Aggarwal.

"The concert pass" is part of Singtel’s broader push to enhance experiences for visitors and fans. Earlier in June, the brand unveiled a 5G+ Tourist SIM that flips the traditional prepaid checklist on its head. Instead of just buying a SIM on arrival, travellers can now unlock augmented reality (AR) experiences that turn sightseeing in Singapore into an interactive, gamified adventure.

Once activated, the SIM grants access to an “AR passport”, a digital travel companion guiding users through ten must-visit spots including Merlion Park, Sentosa and Mandai Zoo, using AR maps, trivia, games and rewards. Together with initiatives such as the Concert Pass, the AR Tourist SIM reinforces Singtel’s focus on blending connectivity with lifestyle, turning every visit — and every concert weekend — into an immersive experience.

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