For the past 3 years, Singtel leveraged Sensei to convince consumers they can get the most out of their Apple devices on Singtel’s network. He was a well-liked, distinctive brand asset that shaped viewer’s perception of the brand as “innovative”, “reliable network”, and “speed”.

Despite the success of Sensei, due to a multitude of factors, Singtel was losing market share. Singaporeans were switching to competitors or purchasing their Apple devices directly from Apple, completely bypassing telcos.

The brief was to convince Singaporeans of Singtel 5G superiority and purchase their Apple devices with Singtel.

Our objectives were three-fold:

1. Build brand affinity for Singtel

2. Increase consideration of Singtel 5G

3. Increase purchase intent for Apple devices with Singtel