CLIENT
Singapore Telecommunications Limited
Lynette Poh, Director Marcom, Singapore Telecommunications Ltd
Tay Jein Yi / Senior Manager / Singtel
Michelle Lim, Executive Marcom, Singapore Telecommunications Ltd
AGENCY
Edmund Quah, Senior Account Manager, Ogilvy & Mather
Jerine Lee, Account Executive, Ogilvy & Mather
Adil Ismeer, Planning Director, Ogilvy & Mather
Lynette Wong / Planner / Ogilvy & Mather Singapore
Melvyn Lim, Executive Creative Director, Ogilvy & Mather
Loo Yong Ping, Senior Art Director, Ogilvy & Mather
Augustus Sung, Senior Copywriter, Ogilvy & Mather
The Prosecution Film Company
SUMMARY
Singtel’s dataroaming revenue was growing slower than Singapore’s outbound-travel. So rather than fight over price and data in an overcrowded category, Singtel reinvented itself from telco to travel brand and inspired travellers to subscribe with wanderlusting content instead. Every 9 in 10 roaming-rejecter became more likely to subscribe to ReadyRoam. Within its first 2 months of launch, ReadyRoam surpassed its sales targets by 50.2% – making it the fastest growing roaming plan in Singtel history and helping Singtel hit its’ 2016 growth targets more than 3 months before the fiscal-year end.
