31 May 2023, Singapore – Celebrating its 4th year, giga!—Singapore’s Best Mobile Service in an App—has announced its highly anticipated 4th anniversary campaign, named ‘Feeling Good’. The initiative is an extension of giga!’s commitment in providing an exceptional “giga experience” to all its loyal customers, further highlighting generosity as the telco’s operational ethos.
Generosity has been chosen to serve as a guiding principle for giga!, following a consumer research that suggests that the act of giving amplifies the good feelings one gets—more so than the act of receiving itself. The theme also draws on giga!’s brand promise to surprise and delight their customers with just a tap on the giga! app.
giga! hopes to inspire generosity amongst its users, and showcase how easy it is to feel good with giga!. Hence, for this campaign, giga! is offering all its users a chance to extend that generosity towards others: give 10GB mobile lines worth $10 each, free for four months, to friends and family at only $1. In total, giga! will be giving away up to 10,000 mobile lines—an ambitious goal that will help users stay connected with their loved ones without worrying about high costs.
Through this giveaway, giga! empowers its users to embrace generosity, amplifying the campaign's impact across its customer base, while simultaneously offering enticing perks and effortless user experience.
Johan Buse, Chief Consumer Business Group of StarHub, said “At the core of what giga! does is to drive steady growth in brand loyalty with our customers. We are delighted to launch the ‘Feeling Good’ campaign which brings digital and technological advancements empowering giga!'s customers to ride the wave of digitalisation
Aletheia Y.P, Vice President for New Business and giga! of StarHub, said “We warmly thank our giga! fans for their strong support, in building this digital brand with us since 2019. As we turn 4, we continuously seek to innovate based on consumer insights to serve our customers better. What better time to celebrate this milestone than enabling giga! customers with the power to gift!”
To set the stage for the campaign, giga! has already launched a teaser advertisement, and will be releasing TV commercials, a radio ad, and an Augmented Reality (AR) filter on Instagram. An extensive out-of-home activation strategy will also be rolled out, linking offline channels back to giga!’s online platforms.
Bringing the campaign to life is Grey Group Singapore, which has been appointed by StarHub to handle creative duties for giga!. The appointment will see Grey Group Singapore managing giga!’s creative work across all channels including social media. This will be a year-long creative partnership, with the possibility of extension. The ‘Feeling Good’ campaign will be the agency’s first 360 marketing campaign for giga! following the appointment.
Irene Wong, CEO of Grey Group Singapore and Malaysia, said, “giga! is a dream client for us. Creatives from both Malaysia and Singapore teams worked together to really bring our proposition to life. Technology driven with a passion for innovation, we can’t wait to get started!”
Graham Drew, CCO of Grey Group Singapore and Malaysia, gave his comment, “Anyone that’s worked in the consumer technology/data space knows it’s amongst the most competitive out there. giga! has a genuine passion to be disruptive and different with how they serve their customers – as a creative agency we couldn’t ask for a better brief.”
Peter Callaghan, Creative Director of Grey Singapore who led the creative pitch, said, “giga! is a great, fun brand with lots of room to inject some creative energy. They’re also a wonderful client who’s welcoming of fresh new ideas, and we can’t wait for the games to begin!”
giga!, the sub-brand of StarHub, was launched in 2019 to capture the market space of Mobile Virtual Network Operators (MVNOs) in Singapore. It is the country’s first fully digital service that uses digital ID verification for new sign-ups. It also offers free rollover data and contract-free commitment, while tapping on StarHub’s wide network coverage.