Singtel: Family moments made powerful with Singtel 5G and iPhone 13 Pro

Singtel, the telecommunications company, moved away from the usual futuristic tropes to a more heartwarming campaign to promote its 5G credentials in Singapore.

Why is this work relevant for Strategy & Effectiveness?

Singtel, Singapore’s oldest telecommunications company, is the market leader but faced waning brand affinity. Singaporeans believe the brand is reliable and trustworthy, however their pragmatic perception of the brand was insufficient to retain loyalty.

Singtel flipped the script and discontinued Sensei, a beloved brand asset for its annual Apple and Singtel co-created campaign, in a bid to win Singaporeans’ heads, hearts and ultimately, their wallet.

In a category obsessed with technical prowess, Singtel inspired Singaporeans with a story of nostalgia. Singtel took a leap of faith and won...

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