Case Study: SingTel Youth NSF Make-A-Wish Engagement

Winner of 2012 Singapore Media Award "Best Use of Radio"

How did SingTel manage to successfully engage a very special group of youths - the NSF males who have to spend a big part of their lives in camps? 

SingTel’s Mobile Youth Plans provide attractive perks and value-for-money pricing for students and Full-time National Service men (NSFs), typically males 18 to 24 years old. For this campaign, SingTel’s objectives were to engage with these NSFs, while amplifying SingTel Youth’s brand proposition of “Express Yourself Freely”, in order to build preference and drive sign-ups for SingTel Mobile Youth Plans. 

Based on the insight that one of the frustrations of NSFs being stuck in camp is the constraint to personally express their love to loved ones, we developed the big campaign idea of SingTel being the Fairy Godmother to fulfill these NSFs’ wishes and expressions of love towards their loved ones.  

Radio became SingTel’s “magic wand” to bring this big idea to life. It was the only medium that could reach this cloistered target audience. We created an hour-long SingTel-branded segment on Power 98FM where NSFs could SMS in the wishes they’d like SingTel to deliver to their loved ones. We filmed the delighted reactions from these loved ones and spread the magic in Facebook and Youtube. Supporting our engagement were commercial radio spots and in-camp activation to provide more information on SingTel’s Youth plans with a direct call-to-action.

The campaign was a resounding success with 18,072 Youth plan sign-ups, an increase of 28% compared to other periods in 2011. We garnered 45% positive online buzz compared to the SingTel brand average of 35%.