The television and print campaign has been created to highlight the differences between Singapore's long-distance phone services, said Huw Griffith, chief executive officer of M&C Saatchi, newly-appointed to M1's roster. Griffith said some consumers found it difficult to differentiate between the discount operators offering cheap rates and the premium phone lines offering greater reliability and sound clarity. M1 aims to address the issue as well as build up its base of corporate customers.
Griffith said the problem with the previous 'Retrain your finger' campaign by DDB was that it appealed to M1's mobile phone customers and largely failed to win over other market segments.
The print executions are designed to "get it into people's mind (M1) is a premium service by associating 002 with attributes of premium products such as Bang & Olufsen and BMW.
The TV commercial shows a young executive calling around the world to organise an event, later revealed to be a surprise party for his mother.The creative execution is a way "to show the product being used and communicate it is a premium phone service with access all round the world", said Griffith.
M&C won the project for 002 earlier this year from rostered agency DDB.
There was no formal pitch. DDB is still the incumbent on a major part of the account.
