Singtel Super Stacker
Concept, Art Direction, new product launchIn a time of inflation, how do you sell a new bundle plan that is perceived to cost more,
but packs more perks?
We used kiasuism as a shorthand to prove that the Singtel Super Stacker bundle plan was more value for money. Because if kiasu people love it, then value-seekers really
shouldn’t miss out on the deal.
We launched with a bang, creating an ode to savvy value-seekers and the kiasu, through films, print, outdoor, digital and social. We then showed Singaporeans the many savvy ways they can customise the bundle plan and maximise more value, through bite-sized social posts, GIFs, and even a jingle. We encouraged Singaporeans to act on and flaunt their kiasu pride through a social activation on TikTok.
An Ode To
The Savvy Ones
To start the campaign, we made a 30-second video honoring a distinct Singaporean quality called Kiasu-ism. While often viewed negatively, we've changed the perspective to illustrate how it's actually about being smart with money.
Alongside the film, we’ve made key visuals featuring
relatable situations exaggerated in a humourous way.
And we took to social media to get Singaporeans to be unabashedly kiasu savvy.
Credits
Sharim Gubbels (Executive Creative Director)
Airina Imran (Creative Director)
Dominic Ho (Senior Art Director)
Raphael Cheong (Copywriter)
Kit Yee Chow (Producer)
Matthys Boshoff (Film Director)