M1 launches integrated campaign "for everyone"

The campaign, through Y&R Singapore, follows last year’s campaign that focused on ‘A better experience with M1’. The intent this time is to show that the telco not only offers a better experience but also is constantly evolving to meet the individual’s needs.

P. Subramaniam, chief marketing officer for M1, noted that this year’s brand campaign further emphasises M1’s commitment to be not just a service provider, but a company that delivers solutions that truly meet its customers’ needs.

The campaign includes a TV spot (above), print (below) and OOH materials, all of which voice customer needs and address how M1 meets those needs. The brand is also using Facebook and Instagram to invite users to submit videos telling M1 what they enjoy, via a Facebook app or by using the Instagram hashtag #m1foreveryone.

Melvin Kuek, managing director for Y&R Singapore, said the campaign provides a platform for M1’s customers to tell which M1 products/services matter to them in a fun and rewarding manner, in a bid to to demonstrate the salience of the campaign proposition.

“It is the best way to show that M1 has always listened to their customers to give them the best telcom experience they want,” he added.

CREDITS

Managing director Melvin Kuek
Regional strategy director Hari Ramanathan
Creative director Bruce Watt
Copywriter Apoorva Kale, Colin Koh
Art director Neo Shiyi, Mervin Ng
Senior broadcast producer Charmaine Wong
Producer Felicia Tan
Account director Zach Wong
Senior account executive Jamie Phua
Account executive Ho Jie Wei
Project manager Wendy Koh
Project executive Hazel Loke