KOI Thé and Singtel partner up to sweeten cybersecurity for consumers

Responding to increased cybersecurity threats and significant financial losses from scams in Singapore, Singtel has introduced a new "Upsized Securi-tea" campaign in collaboration with KOI Thé.

The campaign showcases its new Mobile Protect cybersecurity tool, designed to enhance security at the network level.

Mobile Protect automatically detects and blocks cyber threats when users connect to Singtel's 5G network, utilising Security-as-a-Slice (SecaaS) technology, which provides a secure connectivity lane. According to Singtel, the tool screens approximately 660,000 potential threats daily, blocking over 5,000 malicious attempts using URL filtering, threat prevention, and DNS security.

Users receive a weekly overview of their threat exposure via the My Singtel app.

The "Upsized Securi-tea" campaign employs a creative strategy by likening cybersecurity to bubble tea, a beloved beverage in Singapore, to make cybersecurity concepts more relatable through an interactive pop-up experience.

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The objectives of the campaign are to encourage consumer adoption of Mobile Protect and to educate them about Singtel's 3-Step Security Approach, which includes broadband protect, scam call protect, and barring service. 

"With our “Upsized Securi-tea” campaign, we’re demonstrating that digital security doesn't have to be complicated. By collaborating with KOI Thé, we’re breaking down complex cybersecurity concepts so that everyone can go digital with confidence,” said Ng Tian Chong, chief executive officer of Singtel Singapore.

The campaign is spread across various platforms, including social media, outdoor advertising, and media collaborations. It features an on-ground pop-up event in partnership with KOI Thé.

Running from 25 November to 31 December, the campaign allows consumers to explore cybersecurity tools and enjoy complimentary bubble tea with trial sign-up. Singtel 5G customers benefit from a free three-month trial.

Singtel is no stranger to out-of-the-box collaborations. In December last year, the mobile operator teamed up with Nickelodeon’s Teenage Mutant Ninja Turtles to encourage people to go green. 

The campaign, dubbed “Go Green with the Turtles”, aimed to raise awareness of the impact of e-waste on the environment. Through the campaign, Singtel also hoped to educate its audiences on the different ways recycling can reduce one’s environmental footprint.

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