Singtel's GOMO goes with social strategy to promote new data bank

GOMO, a subsidiary of communications technology group Singtel, has launched a 360 campaign to promote its new Data Bank, which aims to help solve the question of their customers’ leftover mobile data. Done in partnership with Publicis Groupe Singapore, Singtel aims to utilise a social-first approach, emphasising on social media to foster community engagement and brand affinity, to be educated on real-world scenarios of data wastage. 

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The campaign will showcase content on out-of-home (OOH) and digital activations. The agency has also engaged influencers like @soonbros, otherwise known as Austin and Ashley Soon, and Nicole Liew (@nicoleliew) to help showcase the benefits of GOMO’s Data Bank.

Tapping onto the influencer’s street interview-style content, audiences will be able to be educated on real-world scenarios of data wastage. Audiences were also invited to share screenshots of their leftover data on Instagram, adding onto an 'Add Yours' Instagram sticker by GOMO. The company also pledged to match and store leftover data in new Data Banks for audiences when they make the switch.

The campaign aims looks to resonate with its digitally savvy audience to promote the Data Bank. “We’re committed to providing added value to our consumers with every exchange with us by leveraging our deep understanding of our consumers’ needs and behaviours when developing new offerings,” said Lynette Poh, head of marketing communications at Singtel.  

“This also extends to our marketing strategy which is focused on creating a lively and interactive dialogue with our audience that is both rewarding and fun,” she added.

“With this campaign, we wanted them to actually experience the benefits of the Data Bank first-hand. We also transformed bus stops into interactive game stations to make better use of your time, elevating the routine act of waiting for buses into an opportunity to win,” said Su Lin Tan, creative director at Publicis Groupe Singapore.

GOMO’s Data Bank will allow its users to convert their leftover mobile data into other various telecommunications service offers, inclusive of roaming data and other value-added services. According to the company, it will be available for consumers to access as a standard feature along with any GOMO data plan.

Recently, Singtel and Publicis Groupe highlighted the company’s impact on digital inclusion with its partnership with the Singapore Management University (SMU) through a workshop to challenge students to create engaging video stories.

The workshop exposed students to the latest available AI tools and technology and challenged them to conceptualise and create engaging, impactful and memorable stories and characters for various audiences and media and applying what they have learnt in real-world client projects.

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