Singtel: Only True Fans Get It

Telco Singtel took to trolling to boost take-up of its services in Singapore.

Campaign details

Brand: SingtelBrand owner: SingtelLead agency: BBH Asia PacificContributing agencies: OMD, Hogarth Worldwide, AmobeeMarket: SingaporeIndustries: Telephone & internet services, TV channels, services & programmesMedia channels: Cinema, Competitions & contests, Outdoor, out-of-home, Social media, Sponsorship - mediaBudget: Up to 500k

Executive summary

During the 2019/20 English Premier League (EPL), Singtel needed to win over football fans despite having the same coverage at the same price as its closest competitor.

In most countries, true fans are defined by the passion for their home country teams. But...

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