The term 'generation mio' refers to SingTel's latest product, the mio, a box converging mobile, fixed-line and broadband connections onto a digital platform. In addition the telco launched new service plans as it prepares to launch a slate of next-generation products, including pay-TV.
The campaign eschews SingTel's usual red and white look for a more contemporary, consumer-friendly air.
"Because of mio's pioneering nature, we developed a campaign with a transformational feel to mirror the leap taken by SingTel", said Tanuj Philip, MD, Y&R Singapore.
"For this campaign, we broke away from the usual lifestyle approach and the grid lock-ups which are prevalent in the category."
