M1 highlights new made-to-measure plan in #BuildYourOne brand video

M1 has unveiled a spot on its Facebook account, launching its new personalised mobile offering. This comes as M1’s move to replace all existing 19 plans with one base plan. With one base plan each for SIM-only and handset bundles, M1 aims to offer customers “greater flexibility” and personalisation through a mobile plan that can be made-to-measure.Conceptualised by Dentsu Singapore, the spot follows M1’s new mobile offering on the basis of changing customer needs and expectations. The spot starts off saying, “one is the smallest of all numbers but is also the most powerful”. The video takes viewers around the benefits of personalising a mobile plan with various value-added services.The individuals in the spot are seen making their own choices, in terms of choosing what to wear, how to pose in a photoshoot and that the only way is “your way”. In a statement to Marketing, a M1 spokesperson said the campaign will be executed via both offline and online media. The offline platforms include print, TV, radio, cinema, buses and outdoor posters. In the online space, the telco will be engaging consumers on display, search, social and programmatic platforms. The agency works with Havas Media for media duties.Check out the spot here:https://www.facebook.com/watch/?v=598920563931273Apart from driving awareness to both types of customers with various marketing executions, the spokesperson also told Marketing that M1 will reach out to existing customers directly on its own channels, such as the My M1 App and via email.“Through leveraging the data surrounding  our customers’ consumption patterns, we will encourage them to build the right plan for them. Potential customers are targeted to convert based on their data usage personas via digital campaigns,” the spokesperson said.In addition to this, M1 has introduced a brand new website to bolster customer experience. According to the telco, the new website incorporates a streamlined interface that is “more intuitive” for customers to decide and build the plan on-the-go. Customers are able to digitally purchase the mobile plans and opt for a free delivery of SIM card and handset.Manjot Singh Mann, CEO of M1 said these “easy-to-understand and easy-to-build” plans allow its customers to make their own decisions and build it just the way they want. He added that since the recent acquisition, the the M1 team and shareholders have been primarily focused on delivering the best possible customer experience and simplification of the customer journey.