CASE STUDY: SingTel sells the value of bundling in Singapore

Aim

Having launched mioHome, a platform to consolidate its in-home services of Fixed Line, mioTV and SingNet broadband under a single price plan, SingTel needed to compete with StarHub, which had a similar bundled offering including mobile. The target audience were parents with children, as well as other families who would benefit from the added value of bundling their in-home services.

Execution

Developed with MEC, the communication strategy for mioHome set out to bring to life the core value proposition of 'Joy for the family', building memorable associations under that theme and positioning the product as the ideal gateway to information, communication and entertainment.

The campaign centred on three key platforms - newspapers, TV and radio. The campaign was launched with an iconic mioHome roof device coming to life in a pop-up family photo frame in the pages of Today, a newspaper reaching 150,000 households. This was followed up with a sponsored 10-part editorial series in the home section of the publication featuring individuals who had gone out of their way to bring joy to their families. In addition, 'Under one roof', a well-loved Mediacorp TV sitcom, was resurrected in a series of 10 short audio episodes on Class 95FM with the mioHome product proposition and offering weaved in. On TV, an interstitial showed mioHome's role in the lives of local celebrity family Allen Wu, Wong Li Lin and their two children.

Results

A total of 18,000 customers subscribed to mioHome bundles between January and March 2010, with the customer base totalling 187,000 as of 31 March.

This article was originally published as part of the 2010 Top 1000 Brands report.