StarHub has appointed Grey Group Singapore to handle the creative duties for giga!, the Singapore-based mobile service, across all channels including social media.
This will be a year-long creative partnership, with the possibility of an extension.
Grey Group Singapore's first stint with giga! is a campaign titled ‘Feeling good’, in light of the latter's fourth anniversary. The campaign will be the agency’s first 360-degree marketing campaign for giga! following the appointment.
The purpose of the campaign is aimed to be an extension of giga!’s commitment in providing a greater ‘giga experience’ to its customers, further highlighting the generosity as the telco’s operational ethos.
A release to the press states that generosity has been chosen to serve as the guiding principle for the brand, following consumer research that suggests that the act of giving evokes more than receiving. As a result, the chosen guiding principle has led to a giveaway being the final objective of the campaign.
Through its giveaway, giga! hopes to empower its users to embrace generosity, amplifying the campaign's impact across its customer base.
Johan Buse, chief consumer business group of StarHub, said, “At the core of what giga! does is to drive steady growth in brand loyalty with our customers. We are delighted to launch the ‘Feeling good’ campaign which brings digital and technological advancements empowering giga!'s customers to ride the wave of digitalisation.”
“As we turn four, we continuously seek to innovate based on consumer insights to serve our customers better. What better time to celebrate this milestone than enabling giga! customers with the power to gift!” added Aletheia Y.P, vice president for new business and giga! of StarHub.
To set the stage for the campaign, giga! has already launched a teaser advertisement, and will be releasing TV commercials, a radio ad, and an augmented reality filter on Instagram. Additionally, an extensive out-of-home activation strategy will also be rolled out, linking offline channels back to giga!’s online platforms.
MARKETING-INTERACTIVE has reached out to giga! for more information.
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