5G Live Activation

Award: Gold

Award Year: 2023

Category: Brand Content & Entertainment – Products & Services

Executive Summary

Despite Singtel being the first telco in the world to achieve nationwide 5G coverage, Singaporeans failed to appreciate the impact of it in their everyday lives, leading to lagging adoption figures.

5G is seen as futuristic and 4G is deemed as “good enough”. Well, it’s good enough almost everywhere in Singapore except – in the underground MRT.

By staging a 5G-powered live-stream concert at this place of peak frustration for almost every commuting Singaporean, Singtel saw an immediate 13.6% subscription growth rate, which far exceeded our target of 9%.

Lead Agency

Leo Burnett Singapore

Joanne Theseira, Chief Executive Officer, Publicis Groupe Communications & Singapore, Chief Growth Officer, Southeast Asia

Adela Andrei, Group Account Director

Arielle Brustein, Executive Director & Head of Planning

Sharim Gubbels, Executive Creative Director

Roxane Wee, Senior Art Director

Kriffith Fernando, Copywriter

Amos Wong, Producer

Nafisah Nordin, Account Director

Seana Carter, Account Manager

Marissa Lim, Senior Account Executive

OMD Singapore

Elisa Chua, Head of Operations

AsiaWorks

Andrew Clark, Director

Fadzli Zakaria, Technical Producer

Prodigious Singapore

Joanne DeRozario, Managing Director

Publicis Singapore

Valerie Wang, Strategy Director

Zulayha Sharin, Strategy Manager

Kerina Chan, Creative Services Manager

Client

Singtel Group

Harish Nambiar, Associate Director, Marketing Communications

Lynette Poh, Head of Marketing Communications

Shir Li Low, Marketing Communications Manager

Bill Ang, Director, Brand Marketing

Cara Foong, Marketing Communications Manager

Shairah Sidhu, Social Media Manager, Brand Marketing

Jace Cheng, Marketing Executive, Brand Marketing