Circles.Life: End data deprivation

Rahul Chawra, Dilip Garga

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Campaign details

Brand: Circles.LifeBrand owner: Liberty Wireless Pte. Ltd.Lead agency: VML SEA & IndiaCountry: SingaporeIndustries: Telephone & internet servicesMedia channels: Events & experiential, Games & competitions, Online video, Outdoor, out-of-home, Public relations, Sales promotions, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Circles.Life shook the telco category in Singapore so remarkably that it challenged and instigated its veteran competitors to introduce a slew of products just to be competitive. And all of this within two years of its debut.

The brand's irreverent attitude revealed...

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