Singtel Firecracker: Igniting brand preference by reviving a lost tradition during Chinese New Year

Lynette Wong

Telco brand Singtel used a multimedia campaign based around digital firecrackers at Chinese New Year to build brand affinity among families in Singapore.

Campaign details

Brand: Singapore Telecommunications Limited (Singtel)Brand owner: Temasek HoldingsLead agency: Ogilvy & Mather SingaporeCountry: SingaporeIndustries: Telephone & internet servicesMedia channels: Mobile & apps, Online display, Point-of-purchase, in-store, Print - general, unspecified, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

Until the early 2000s, Singtel, Singapore's largest telco, had a monopoly. Since then, it has lost over 50% of its market share to new entrants – especially with the must-win family segment, who were leaving Singtel in droves for competitors' value bundles and more approachable...

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