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Singtel’s consumer marketing and social campaigns score multiple accolades

Wins top honours at Creative Circle Awards and Marketing Excellence Awards 2019

Singapore, 20 November 2019 – Singtel bagged multiple awards for its innovative consumer marketing campaigns at the Creative Circle Awards (CCA) and the Marketing Excellence Awards (MEA) this year, with a trophy haul of five gold, one silver and three bronze awards. Organised by the Association of Accredited Advertising Agents Singapore and Marketing Magazine respectively, the annual awards events recognises Singapore’s best and most creative campaigns that demonstrate business impact.

Singtel’s campaigns are built on audience insights including digital consumption behaviours, deploying an integrated and multi-channel strategy in order to reach specific audiences such as football fans and millennials.

Mr Yuen Kuan Moon, CEO of Consumer Singapore at Singtel said, “We are honoured to be recognised for our marketing and social outreach efforts. In order to cut through the barrage of messages people receive every day and deliver tangible business outcomes and results, we are harnessing the power of digital innovation. This has enabled us to deepen personalisation for audiences, better optimise our channels based on data analytics, and enhance our level of interactivity with customers. We are determined to continue engaging our customers meaningfully, by creating campaigns that speak their language and spark personal connections.”

Singtel’s campaign promoting its Premier League coverage, ‘Only True Fans Get It’, swept up the top prize for ‘Best use of Direct (Digital Channels)’, ‘Best use of Social Platforms’, and ‘Social Community Building and Management’ at CCA. The hallmark of the campaign was a promotional video, deliberately featuring five mistakes testing football fans in Singapore on their knowledge. The campaign garnered more than 1 million views in the first 48 hours of launch on social media, four times more searches for Singtel Premier League and nearly 14 times more subscriptions compared to last year, making it Singtel’s best-performing social campaign.

Singtel was awarded gold for ‘Excellence in Mobile Marketing’ for its StepUp campaign at MEA. To promote StepUp, Singtel’s wellness rewards platform on My Singtel app, an integrated media strategy involving advertising, activation, and digital outreach was launched, encouraging people to sign up. This resulted in increased traffic and usage of the programme.  

Singtel took home another gold at MEA for its GOMO campaign for ‘Excellence in Performance Marketing’ at MEA. Supported by Singtel’s digital marketing arm Amobee, the campaign to drive sign-ups for GOMO, its all-digital no-contract SIM-only plan catered for millennial customers, leveraged search engine marketing, programmatic, social channels for highly targeted outreach. The campaign exceeded its KPIs, delivering higher-than-expected conversion rates and sign-ups.