SingTel launches inSing.com campaign

Singapore - SingTel Digital Media (STDM) has unveiled its marketing push to promote its new hyper-local portal inSing.com, with a heavy focus on TV and online media.

The ad campaign, which will run until mid June, includes print, outdoor, cinema, free-to-air TV, pay TV and PR components. The campaign was created by The Secret Little Agency with PR handled by Fulford PR, Mediaedge:cia was in charge of offline media and ZenithOptimedia handled online media.

Varsha Rao, CEO of STDM, told Marketing inSing.com needed a campaign "that will resonate with people here". Rao said the work has an emotional touch to it but is out to be "dramatic but humorous".

The tongue-in-cheek campaign plays on local nuances and parts of Singapore life like food and shopping. The TVCs are presented in a movie/TV trailer style.

inSing.com is also being marketed through direct mail to SingTel customers and on singnet.com.