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