Singapore is an expensive city, and with its world-class economy and education system, it is one of the most competitive countries globally. Hence, moving out of one’s familial home requires strategic financial planning and compromise on expenses. To save money, Millennial first-time homeowners and renters opt for cheaper WiFi plans, resulting in poor bandwidth, connectivity, and unequal WiFi access among users under the same roof.

This causes friction, because the last thing you want after a long day is to come home fighting about whose devices and online activities should take precedence.

Singtel wants to alleviate this tension by providing users with optimum internet coverage through its WiFi 6 plans. However, WiFi 6 is a nascent technology with low awareness and adoption. Our challenge was to convince Millennials to upgrade to WiFi 6, by showing them how their current solution is unable to keep up with all their online activities.

Imagine this. You come home at the end of a long day to unwind by streaming your favourite tv series, gaming online, or engaging with live online content when you’re suddenly met with the dreaded buffering symbol. Frustrated by the lag, you blame your network provider, the router, or worse, those living under the same roof as you for hogging the WiFi and poor bandwidth. This causes emotions to rise and can cause the home to feel like a bandwidth battlefield.

To demonstrate the tension and frustration of drawing the WiFi short straw, Singtel created a vibrant and expressive dance based spot that dramatised these tensive scenarios and metaphorically represented how life after WiFi 6 can be tension free, fight free, argument free, and can easily feel like living life always at happy hour (even after 6pm).

It would be easy to just list the functional benefits of WiFi 6. However, to win our audience over, we had to create genuine feelings of interest, in order to inspire them to upgrade to WiFi 6.

The issue – how do we make the Singtel AX5400 WiFi 6 Device desirable? How can we turn an otherwise dry and technical topic like WiFi, into something that’s exciting and relatable?

Tapping on the insight that people crave the prospect of harmony at home, while disharmony creates discomfort, we spotted the trend of increasing flat-sharing amongst young Millennials and went big on emotion – we promised 'Life after WiFi 6'. This is a life where everyone at home lives happily and harmoniously, while enjoying the benefits of WiFi 6: one that our product promises to deliver.

We took a three pronged approach to ensure that we were generating impact with our audiences.

We first launched an emotional brand film across paid digital, TV, and social ads to connect with our under 40 audiences – dialling up the emotions of living with slow bandwidth while highlighting the benefits of WiFi 6.

Next, we created more targeted attention by amping up our OOH ads around residential malls and train stations, connecting and convincing Millennial homeowners and tenants to sign up for Singtel’s WiFi 6 plans.

Lastly, we placed our ads at bus stops around the city centre and wrapped public buses travelling on cross island routes with our ads to capture the attention of the unconvinced, relaying the benefits of Singtel’s WiFi 6 offerings.

The integrated approach ensured that we were present wherever our audiences were, driving home the message that life only gets better after WiFi 6.

The emotional play in Wi-Fight 6 paid off, leading to real business results despite smaller campaign spends.

The campaign increased our online awareness by 13% (VS previous bigger budget campaigns), with 40,762,798 unique impressions.

Using a proprietary eye-tracking and facial coding tool, we measured strong positive sentiment amongst 51% of our audience successfully driving interest in our WiFi 6 plans with a Click-Through-Rate of 1.13% (VS benchmark of 0.36%), generating over 20,000 website lands to our sign up page, with 65% of viewers understanding the benefits of WiFi 6.

This resulted in real business conversions, with an 11x uplift in sales over the campaign period, and enticed 79% (Singtel users) and 63% (non-Singtel users) in terms of propensity to purchase amongst younger audiences.

Beyond metrics, the campaign influenced a whole generation / households to adopt a new technological advancement so that they can live more optimally.