Singtel or the Singapore Telecommunications Limited is a Singapore basedtelecommunications company that has a subscriber base of more than 600 million customers across 25 countries.
When Singtel approached Atin OOH they had in mind a target increment in the number of Singtel SIM cards active on the network.
Found great success with combination of airline marketing by branding the meal tray tables on 6 Tigerair aircraft. High-dwell time with the airline ads in a distraction-free environment greatly added to the success of the campaign and was further extended.
Besides airline advertising, the initial three-month campaign resulted in the distribution of almost 380,000 SIM cards & brochures across 4300 flights, with more than 7.7% of all SIM cards distributed being activated upon arrival into Singapore.
Together with M1 and SingtelStarHub Ltd is one of the three major telcos in the Republic of Singapore.In 1998, StarHubwon the licence to provide fixed network and mobile services when the Singapore government announced liberalisation for the telecommunications sector in by 2002. The company was launched with shareholders such as ST Telemedia, Singapore Power, BT Group and Nippon Telegraph and Telephone.
In 2000, the government of Singapore decided that complete liberalisation would be preponed to 2000, and that a 49% cap on foreign ownership of public telecommunications companies would be removed in Singapore. With such a short notice, it became imperative that StarHubupdated its prominence in markets that were to huge investments from established players. For a telecom company prominence is not limited grabbing eyeballs, and involves SIM card activity with as many users as possible.
Advertising by branding the meal tray tables on 6 Tigerair aircraft which were mainly dedicated for Singapore inbound traffic from key markets of India, Indonesia, China and Malaysia. In addition to the interior branding, Tiger air’s inflight crewmembers distributed free SIM cards along with a detailed brochure of the campaign, to passengers flying into Singapore from key markets of India, Indonesia, China, and Malaysia, in the fashion of Jet airways ads.
The combination of in-flight High-dwell time with the inflight advertising in a distraction-free environment greatly added to the success of the campaign and was further extended. The initial three-month campaign resulted in the distribution of almost 380,000 SIM cards & brochures across 4300 flights, with more than 7.7% of all SIM cards distributed being activated upon arrival into Singapore.