M1, The Listening Telco?

Source: marketing-interactive.com

Singapore - M1 has launched a new campaign with the help of Y&R Singapore to showcase M1's dedication to its customers with the new ‘M1. For Every One.'

The brand campaign runs on mediums such as TV, print and OOH, voicing customers' needs and addresses how M1 listens to customers, giving them what they ask for. 

The campaign also uses Facebook and Instagram, to lure consumers into telling M1 what they enjoy on services such as 4G and Fibre Broadband. Consumers can submit videos telling M1 what they enjoy, and upload them onto the Facebook App.

Since the launch of the campaign in early August, there have been 26 posts and 41 videos uploaded onto Instagram and the Facebook App, respectively (as of August 27th).

This year M1 hopes to tell people that it is not only about the experience at M1, but that it is also about constantly evolving to meet the consumer's needs. "Our customers are at the heart of everything we do," P. Subramaniam, chief marketing officer for M1 said.

Where it comes to telecommunications services in Singapore, telcos have typically had a challenging time marketing on social media, as customers generally take the time to air their grievances with these services on social media - as its rivals SingTel and StarHub have experienced.

Can M1 make this work?

The campaign runs for a period of six weeks.

In 2012, M1's brand campaign focused on ‘A better experience with M1', aiming to communicate the fulfilling experience customers can enjoy with M1. 

"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 our customers' needs," he added.

The campaign was done by its creative agency Y&R.