Campaign details

Brand: Circles.Life
Brand owner: Liberty Wireless Pte. Ltd.
Lead agency: VML SEA & India
Country: Singapore
Industries: Telephone & internet services
Media channels: Events & experiential, Games & competitions, Online video, Outdoor, out-of-home, Public relations, Sales promotions, Social media, Websites & microsites
Budget: 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 an opportunity in the market and a side of the Singaporean consumer, replete with a sense of humour, unorthodoxy and a yearning for transparency.