Singtel's Gomo drops original beat with Benjamin Kheng

Singtel’s GOMO 5G is back with its musical tunes, this time for its new cheeky ear worm, “Not just better. Cleverer.” The campaign featuring local musician Benjamin Kheng, created in partnership with Publicis Singapore comprises of a mix of social content, digital ads and OOH.

To bring this approach and concept to life, the campaign kicks off with a catchy rap music video featuring Kheng, who penned the lyrics to capture the significant advantage of the fuss-free, no-contract SIM-only mobile plan. In the video, Kheng employs his typical humorous style to demonstrate the superior quality of the GOMO 5G service for mobile gaming, livestreaming, 4K video calling and working from just about anywhere in Singapore – while calling on audiences to “Don’t just try to be betterer, time for you to get cleverer!”

The six-week campaign maintains GOMO’s fun and engaging creative approach with a Singlish play on the words “better” and “clever”. Targeted at its key audience - Gen Zs and Millennials, the campaign showcases their everyday ingenuity and ability to create their own narratives and shape the world to their tastes and needs.

It also references the changing customer engagement landscape according to the Digital 2022 Global Overview Report which states that 29% of 16–24-year-olds globally use social media to follow creators and watch the videos they post.

Diana Chen, managing director, Customer Value of Singtel said, that through the campaign, the brand wanted to highlight how nationwide 5G supports the evolving needs of Singel’s digital native consumers – unlocking new connected experiences such as working and playing from anywhere.

“Knowing that GOMO users from this demographic enjoy certain types of content and mediums, we wanted to work with a local creator who can bring to life our unique brand of fun and humour for Singapore,” said Chen.

Adrian Yeap, Publicis Singapore’s executive creative director said, “In keeping with GOMO's irreverent take on fun, it was important we didn’t take ourselves too seriously. Kheng’s ingenuity is evident in his flavour of musical comedy, and for us it was the "Cleverer" way to bring GOMO's 5G proposition to life. To top it off, working on this was an absolute riot for the team.”

The campaign also features a contest where Singaporeans are asked to share how they can #WorkFromAnywhere with GOMO 5G. The winner will be awarded a luxury yacht experience to do just that, while sailing off the coast of Singapore.

This is not the first time GOMO has gone down a musical route to promote its offering. In 2019, the brand decided to work with Ah Boys to Men” actor and local rapper, Tosh Zhang to address some of its initial teething issues at launch, which won praise for being able to take a jab at itself and reflecting on feedback.

Since then the brand has also banked heavily on content marketing working with local influencers such as song-writers Aiken Chia, Sylvia Chan of Night Owl Cinematics, local actress Rosalind Pho and influencer Jemma Wei.

Tapping on pop culture, the brand also decided to jump on the trending Netflix show Indian Matchmaking in 2020 to promote GOMO's offering, where users can get a plan for SG$20, which includes data, talk-time, and SMSes, without having to be bound to the telco. Posted on its Facebook and Instagram accounts, the ad showed one of GOMO's characters, Zenmo, in a meditative position with the title being "Telco Matchmaking".

It then describes the four criteria for the matchmaking to happen, namely that the telco has to come from a good family, must be reliable 99.9% of the time, must be transparent and not come with hidden conditions, and must be able to commit to the user but does not expect the user to commit to it.

Related articles: 

Singtel spotlights unsung heroes in company working tirelessly during NDP celebrations
Why Singtel sold digital marketing unit Amobee to Tremor for US$239m
Tremor reportedly in talks to buy Singtel's digital marketing arm Amobee
Singtel tugs at heartstrings with Father's Day ad
#MobExAwards 2021 highlight: Singtel Dash's successful app overhaul strikes chord with consumers