Singapore-based Circles.Life launches in Australia with ‘More Likeable Than Hateable’

Singapore-based telecom brand Circles.Life has launched in Australia in partnership with Optus. Known in Singapore for a combative approach to marketing, the brand’s first campaign for Australia is called ‘More Likeable Than Hateable’. Circles.Life has partnered with BMF for creative, Mindshare for media and Edelman for PR and influencers.

The marketing team for Australia includes senior commercial associate Kai Qi Soh who has been with the Singapore operations for nearly three years and Christine Yoon as head of commercial.

Speaking about the launch, Circles.Life Australia general manager Ben Murray said: “We’re stepping up the game by offering a premium customer experience and we dare Australians to like their telco. 

“Hence, we’re offering a bill waiver for the first four months during the launch period – so they don’t just have to take our word for it but can experience our service themselves, risk-free. We are proud to partner with Optus and we aim to set a new benchmark for customer satisfaction in the country.

According to a press note from Circles.Life, the telco is exporting several of the factors that have contributed to its performance in Singapore including real people on the helplines.

Asked about the marketing strategy for Australia in an interview with Mumbrella, Circles.Lifes head of marketing Delbert Ty had said: ““There are universal telco truths wherever we go. Our common theme is giving the power back to consumers.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing