Singtel's Gomo drops original beat with Benjamin Kheng
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Loading... - Chang Chen
- 03 Oct 2022
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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. Read More…
