Case Studies
SingTel: Music in Your Mail Box
Published: February, 2010
Objective
To launch SingTel’s music service, SingTel AMPed – a first-of-its-kind in Asia offering unlimited music downloads across a wide range of 3G handsets.
Approach
SingTel made full use of the equalizer bar image – an icon most identified with music – in an innovative interactive DM that intrigued and encouraged the target audience to explore.
Results
Tens of thousands people signed up for SingTel AMPed and the AMPed video on YouTube attracted thousands more.
With significant insights on the ever changing technologies, lifestyles and needs of customers, SingTel introduced its music service, SingTel AMPed. The service is the first-of-its-kind in Asia offering unlimited music downloads across the widest range of multi-brand 3G handsets.
For this, SingTel introduced an integrated advertising campaign, involving both traditional and non-traditional media. This included mediums like online advertising through the AMPed microsite, online referrals, pop-up ads in online chat programmes like Facebook, MSN, newspaper ads and direct mailers.
Direct mailer played an integrated part in the campaign, as it allowed SingTel to offer a personalised touch and engage on a deeper level with its target audience. Direct mailers were also an effective tracking tool, allowing SingTel to monitor the responses and sign-up rates easily.
The aim of this direct mailer was to create brand awareness and educate customers on the intrinsic benefits of the unique AMPed service. As the service was a breakthrough, SingTel had to simulate a real-life user experience using simple imagery.
The creative concept for the AMPed DM was derived from the AMPed print ad concept and teaser website creative where music is often associated with the equalizer bar image. The equalizer bar is also easily identifiable and people often relate that image to music.
The direct mailer originated from the challenge of transforming the animated equalizer effect, as seen in the animated AMPed teaser website into a two-dimensional printed direct mailer. This was cleverly executed through the use of illusion graphics. Inspiration for the illusion graphics came from children’s story books where a slider concept was applied to enable the customer to see the changes of the colors, just like a real equalizer.
The DM is interactive and piques the reader’s curiosity as they have to pull out the slider to see the changing colors.
There has been an encouraging response from the public. To date, SingTel has about tens of thousands of AMPed customers.
In the initial stage of pre-publicity efforts, SingTel started an online referral website campaign, which required visitors to refer their friends to the site. The person who referred the most friends won tickets to the inaugural showcase performance by Lady Gaga, held in conjunction with the launch of AMPed.
The site helped to increase awareness of AMPed successfully and attracted about 100,000 leads to the AMPed microsite, one week before launch. At launch, the AMPed video posted on YouTube attracted more than tens of thousands of viewers.
The campaign lasted for four months, from June to October 2009. This included the pre-campaign activities to generate awareness of AMPed and sustenance.
- Derrick Heng
- Director
- Segment Marketing & Communications
- Consumer Group
- SingTel