1-For-1 F&B Deals All Year Round
Singtel needed to address a key challenge within its Red membership program: how to make a paid loyalty tier feel consistently valuable and relevant in everyday life. Singtel identified the need for an always-on engagement program benefits that solved their pain points, limited daily relevance, low habitual usage, and difficulty differentiating telco loyalty beyond connectivity. The brief was to design a simple, accessible engagement program that embedded Singtel into customers’ routines, encouraged frequent app interaction, and reinforced the brand’s position as a lifestyle enabler rather than a utility provider.
Planning & Execution
TLC worked closely with Singtel to design and deliver the Singtel Red 1-for-1 F&B Deals Campaign, structured to provide consistent, everyday value through simple, repeatable mechanics. The program was built around monthly curated 1-for-1 F&B offers, refreshed on the first of each month and offering Red Members up to 5x more rewards than standard users. TLC leveraged its local F&B partner network to onboard and manage participating merchants, ensured offers were aligned to Singaporean dining habits, and supported calendar-based activations where relevant. All rewards were integrated directly into the Singtel app, enabling straightforward in-store redemption via the Rewards tab, while TLC handled ongoing partner management, content refreshes, and operational delivery to maintain a seamless member experience.
Effectiveness / Results
- 30% increase in user activity within the Singtel app
- Demand for rewards exceeded expectations, with members returning monthly to participate again.
- High partner satisfaction and positive customer feedback, proving the relevance of lifestyle rewards within the telco space