Circles.Life takes inspiration from Vicks and SK-II to tackle societal concerns ahead of PSLE results

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Singapore-based telco Circles.Life has launched its latest campaign video in Singapore, ahead of the upcoming Primary School Leaving Examinations (PSLE) results. Titled #MoreThanAnyNumber, the campaign will run until December 2022, and targets digital natives - students, and young to middle-aged working adults.

According to a statement given to MARKETING-INTERACTIVE, Circles.Life's said it took inspiration from the likes of Vicks and SK-II, which tapped on current societal concerns and discussions to build up their campaigns. The brand thought up the campaign after coming across a post on Reddit which explained how the average Singaporean life is summed up in numbers, and the telco brand decided to tap on that discussion and portray the unimportance of numbers in one’s life instead. As such, the campaign aims to show that Circles.Life as a brand never treats customers as just another order ID, phone number or statistic, but value them as people worthy of all the attention it can give.

As part of the campaign, Circles.Life worked with influencers J Jaikishan, XiXi, Ong Bee Yan and Nancy from local influencer group Afro.sings for this campaign. The video starts off with Jaikishan narrating how Singaporeans define themselves and everyone around them through numbers - from PSLE scores and salaries, to the perfect age to get married and have children, and the number of years it takes for career progression. He then goes on to show how these numbers do not define us as we are "living, breathing people".

Janice Chua, head of growth for Singapore at Circles.Life, said that through this campaign, it hopes to spread the message that self-worth shouldn’t be tied to any numbers related to age, life stage, academic or work results. "Circles.Life exists because of every customer who has ever believed in us and trusted us to build a better telco experience. With #MoreThanAnyNumber, we’re trying something a little different - a campaign that focuses on our customers, and communicating our brand purpose and values versus the usual tangibles such as data or talk time,” she added.

The campaign will be marketing through its website, online ads, SEM, PR and advertorials, as well as owned and paid social media posts.

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