giga! chases away rainy day blues with free data

Singapore-based mobile service, giga!, will gift its customers with free data whenever it rains in Singapore as it aims to chase the rainy-day blues away this monsoon season.

In collaboration with Grey Singapore, the campaign features programmatic, out-of-home (OOH) ads that can switch between a 'sunny version' and a 'rainy version' according to the weather. The OOH activation can be found at One Raffles Place, Raffles City, 313 Somerset and Bugis Street along with dOOH posters at bus stops islandwide, according to a representative from Grey Singapore.

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The campaign also includes social media assets that feature its charming 2D cat mascot as it gives the weather forecast, “cloudy with a chance of data.”

"At giga!, our customers are at the core of what we do,” said Aletheia Y.P. Green, vice president, new business and digital brand giga! at StarHub.

“Keeping to our overarching brand promise of 'Feeling Good Everyday', we have continuously used innovation and creativity to create a better mobile experience, thus making it your #gigaexperience,” she added.

The campaign is an extension of its four-year anniversary campaign, “Feeling Good”, where customers could give out new mobile lines to family and friends for SG$1, according to a statement from the brand.

Customers will be able to redeem their free data on the giga! app as long as it rains over any part of Singapore. Currently, a total of 23 million gigabytes of data have been given out, the brand said. The campaign will run until 31 December 2023.

One Raffles Place outdoor LED screen, Raffles City digital gateway, 313 Somerset (building façade facing Orchard Road, Bugis Street LED and dOOH poster at islandwide bus stops.

Johan Buse, chief consumer business group of StarHub, said, “At the core of what giga! does is to drive steady growth in brand loyalty with our customers. We are delighted to launch the ‘Feeling good’ campaign which brings digital and technological advancements empowering giga!'s customers to ride the wave of digitalisation.”

"Turning something negative into something positive is just brilliant,” added Peter Callaghan, creative director at Grey Singapore.

StarHub recently appointed Grey Group Singapore to handle the creative duties for giga! across all channels including social media in June this year. The appointment is a year-long creative partnership, with the possibility of an extension.

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