Faaez Samadi
Sep 18, 2017

CASE STUDY: How Circles.Life got Singapore to consider a new telco

Circles.Life worked with VML to launch a 'daring' campaign that challenged consumers to question their existing mobile-data plans and their relationships with the established telcos.

Background and aim

Circles.Life, the latest entrant to Singapore’s telco industry, is also the country’s first mobile virtual network Operator. Circles.Life uses only digital touchpoints for all its customer-facing operations, and does not have a physical store network. Despite this unique positioning, Circles.Life faced core challenges in gaining awareness and establishing credibility amongst consumers. This was unsurprising given the company’s status as a new entrant, low visibility and its unfamiliar mobile plan offerings.

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