Singtel sticks to its new ad promise by swiftly (and wittily) handling feedback

Singtel has launched a new brand spot to showcase its attentiveness towards the customer experience and its customer service. The spot draws parallels to the high service levels provided to royalty in ancient China.In the video, a princess set in ancient China is seen entering a quarters to seek out the perfect combo or message carrier. The princess rejects every item that is presented to her until late at night, following the salesman’s constant examining and guessing of what her customer needs us. The spot then shifts back to today to reveal that the “princess” is actually a Singtel customer.The spot is accompanied with a call to action from the brand for customers to share their customer service story. While not all experiences were positive, Singtel kept true to its ad by treating its customers like royalty and responding quickly to both positive and negative comments.  That being said, the telco also wittily responded with memes related to the spot itself.Since its posting on Sunday, the spot has garnered 464,000 views, 2,900 reactions, 438 shares and 210 comments at the time of writing. Watch it here:Creatives Marketing spoke to also agreed that the spot was well-produced, lauding its focus on customer experience. For Primus Nair, ECD of BBDO Singapore, this is also important for a brand as large as Singtel.“The production quality is great, so is the idea of a brand focusing on the customer experience as part of their business,” Nair added. Also weighing in was Guan Hin Tay, regional executive creative director of Southeast Asia at J. Walter Thompson, who said that from a creative point of view, the spot also plays off the fact that the customer is king or queen. That being said, this type of advertisement also relies on the customer service received in the stores.“It means that Singtel will need to bend over backwards to all customer needs, and all it takes is one customer service staff to not follow suit to render this communication not authentic. Indeed, this is a tall order to follow,” Tay said.Marketing has reached out to Singtel for additional details.The brand currently works with GOODSTUPH for social and content, BBH as its strategic brand lead and Hogarth as creative production specialist. It also works with OgilvyOne for B2B. This was following a creative and digital pitch last year.Read also: Singtel creates in-house ad to promote family bonding this CNYSingtel and Circles.Life cheekily banter over data plans