Under the old rewards programme, customers earned points, which were then redeemed for merchandise. Under the new programme, 'Red Rewards', account holders who spend at least S$100 (US$59) per month are automatically enrolled.
The points have been eliminated; members' accounts are credited with a cash rebate every six months, based on spending patterns.
"We felt it was time to refresh and revive the loyalty programme," said Vicky Brady, SingTel's VP for customer management. "This was based on some negative feedback from consumers who said they were very busy and would often forget to redeem their points. When their points expired, instead of feeling rewarded, they felt angry."
Following the feedback, SingTel conducted research, which showed that customers wanted a simpler programme that actually rewarded them. The study also found that SinTel's high-end customers wanted to be valued more and offered special privileges.
The result of that feedback is the 'Red Prestige' loyalty programme, which gives customers who spend at least $250 per month for one year a Prestige card, access to the priority section in SingTel outlets and a merchandise voucher of up to $500 per year for equipment upgrades.
Asylum was chosen to design the campaign following a three-way pitch that also included Kinetic. "I wanted to do something really simple to let people know they didn't have to worry about their points expiring," said Chris Lee, creative director of Asylum.
"We did artwork showing letters dropping to create short, simple messages. The dropping letters communicated the idea that these were things people wouldn't need any longer."
Asylum also took the old rewards programme brochures, punched holes through the centre and mailed them to about 100,000 subscribers. Lee explained that the idea was to let customers know they could throw away the old brochure because the new plan was simpler. Those who qualified for Red Prestige were mailed their membership card with the mangled brochure.
In addition to relaunching the reward programmes, Asylum has been tasked with re-vamping SingTel's image.
The points have been eliminated; members' accounts are credited with a cash rebate every six months, based on spending patterns.
"We felt it was time to refresh and revive the loyalty programme," said Vicky Brady, SingTel's VP for customer management. "This was based on some negative feedback from consumers who said they were very busy and would often forget to redeem their points. When their points expired, instead of feeling rewarded, they felt angry."
Following the feedback, SingTel conducted research, which showed that customers wanted a simpler programme that actually rewarded them. The study also found that SinTel's high-end customers wanted to be valued more and offered special privileges.
The result of that feedback is the 'Red Prestige' loyalty programme, which gives customers who spend at least $250 per month for one year a Prestige card, access to the priority section in SingTel outlets and a merchandise voucher of up to $500 per year for equipment upgrades.
Asylum was chosen to design the campaign following a three-way pitch that also included Kinetic. "I wanted to do something really simple to let people know they didn't have to worry about their points expiring," said Chris Lee, creative director of Asylum.
"We did artwork showing letters dropping to create short, simple messages. The dropping letters communicated the idea that these were things people wouldn't need any longer."
Asylum also took the old rewards programme brochures, punched holes through the centre and mailed them to about 100,000 subscribers. Lee explained that the idea was to let customers know they could throw away the old brochure because the new plan was simpler. Those who qualified for Red Prestige were mailed their membership card with the mangled brochure.
In addition to relaunching the reward programmes, Asylum has been tasked with re-vamping SingTel's image.
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