SingTel unveils new look for launch of 'Mio'

SINGAPORE SingTel has kicked off a new platform, dubbed 'generation mio' through a virtually unrecognisable product campaign created by Y&R Singapore.

'Generation mio' encompasses SingTel's latest product, service plan and marketing strategy as it prepares to launch a slate of 'next-generation' products such as pay-TV and Home Monitoring services. The mio is a box that converges mobile, fixed-line and wireless broadband onto a single high-speed broadband connection. As a result, fixed-lines - traditionally run over analogue technology - run over the internet and the costs of mobile and broadband connections can be reduced by up to 30 per cent.

Y&R created a campaign that eschews SingTel's usual red-and-white look for a more contemporary, consumer-friendly approach. The multi-million dollar campaign uses animation to personify inanimate objects - the mio, a PC, and a mobile phone - engaged in a debate over the new technology. The mio, for instance, is characterised as a charismatic woman all the other objects want to befriend, such as the 'cocky male' mobile phone. "We broke away from the usual lifestyle approach and grid lock-ups," said Tanuj Philip, MD, Y&R Singapore.

The campaign will be executed via TV, radio, mobile, print, online, outdoor and below-the-line, with media duties handled by MEC. 'Generation mio' is the first major campaign from SingTel since '3Logy' in 2005, announcing its 3G service.