03/05/2011
The SingTel Group, Asia's leading communications group, launched a branding
campaign for their new SingTel Red Rewards programme through Clear Channel
Singapore's shelter media.
Alongside a 6-sheets poster campaign across a customised Clear Channel National
Network, 10 gigantic crabs went up at key locations island wide on the 21
st
of April. The
3D fabrication of a crab is part of Clear Channel's Create and Collaborate portfolio which
advocates bringing ideas to life. Together with MEC and BBDO, SingTel and Clear
Channel placed the larger-than-life 3D fabrication on 6-sheets panels located at Seng
Kang, Chinatown, Victoria Street, Collyer Quay, New Upper Changi Road, Serangoon
Central, Esplanade, Nicoll Highway, North Bridge Road and Orchard. SingTel's new
rewards programme allows customers to redeem SingTel services, dining and movie
deals with their Red Rewards points. With every $1 eligible bill spend, 1 Red Rewards point is earned. What's more, SingTel Red Rewards also lets you gift points to your
loved ones to help them redeem their desired rewards. There are also instant rewards &
birthday treats you can enjoy, simply by being a SingTel customer. The 3D crab
fabrication saw SingTel placing the crab on one side of the panel, along with the poster
tagline "Dining deals are bigger when they're Red". On the opposite side, the pincers are
sticking out above the panel, with its claws grabbing hold of the SingTel Red Rewards 6-
sheets panel, an innovative take on how "Life's bigger when it's Red".
Championing a multi-format campaign on Out-Of-Home media, the SingTel Red
Rewards flagship went up at Victoria Street (Opposite Bugis Junction), on the 28
th
April
to further drive branding and awareness. The flagship adds to promote the privileges of Red Rewards. While the gigantic 3D crab on Clear Channel's 6-sheets places focus on Red Rewards dining deals, the flagship emphasize on how "Life's bigger when it's Red".
Featuring the star of the campaign, the gigantic crab is joined by a man lassoing the
crab's pincer. SingTel Red Rewards gives you the opportunity to capture the deals of
your dreams! The flagship, situated above Clear Channel's bus shelter is a larger-thanlife 3D articulation on these shelters which attracts curiosity and interest for advertisers
and their products.
With SingTel Red Rewards, every reward is bigger and better.
Creative Agency: BBDO
Media Agency: MEC
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