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Singapore-based Giga encourages consumers to switch mobile networks with ‘Ditch Your Ex’

Telecom firm Giga has launched a marketing campaign called ‘Ditch Your Ex’ inviting users of other networks to make a switch. The film features a girl writing a letter to an ex who is not up to scratch – a thinly veiled jibe at some of Singapore’s older and larger telecom brands. 

Giga intends the marketing campaign to play out across outdoor, cinema and video advertising. Giga works with SPRG as its strategic marketing communications agency while  Carat handles media for the brand. 

Speaking to Mumbrella about the strategy driving the communication, Giga head Aletheia Parameswaran said: “As a fully-digital telco, giga aims to serve the needs of digitally savvy consumers, and so our initial marketing campaigns focused on engaging customers through digital media channels. 

“However, traditional and digital media form a holistic ecosystem, with each serving different objectives at different stages of the marketing lifecycle. 

“We have seen encouraging returns from out-of-home (OOH) advertising, so the next phase of our campaign will make the most of these to continue expanding marketing reach and customer awareness.”

The brand consciously stayed away from layering the communication with any information on offers. Parameswaran said: “The decision to exclude our offerings was something we were sure of right from the start. In this day and age of an experience economy, if a brand spoke to a consumer in an engaging manner, they would naturally want to find out more. 

“As part of a larger brand narrative, we didn’t want to just put out a brochure in the form of a TVC. We wanted the overriding message to resonate with our audience. 

“We’ve all felt cheated – in small or big ways – and this campaign personifies it as an ex-relationship where you reflect with clarity why you decided to call it off. And now, the right one has come along.”

She added that the brand was created and shaped by extensive consumer research, feedback and workshops. 

“Just last month, we made some improvements to our app: Switching a telco requires a certain level of commitment and ultimately, customers want to be sure of the new service they’re signing up for. This is why we introduced a trial period so customers can make an informed decision before they port in.

“Without a storefront, roadshows have been one of the ways to get our brand on the streets. The only issue was that new signups needed to wait a day for their SIM Card delivery. Now, we’re bringing the SIM Cards to every activation we organise, where customers will still be able to choose their preferred number, as well as activate the card immediately. 

“With the #DitchYourEx campaign, each location (both digital and traditional) will house unique promotion codes which help us track where and how customers respond to our advertising.”

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