When you think of travel, you’re thinking of the sun warming your skin, the wind in your hair and your next great adventure. The last thing you’re thinking of is Singtel, Singapore’s oldest telco, and its latest dataroaming product ReadyRoam.
Singtel knows this. For the past 2 years, its’ roaming revenue has been growing much slower than the increase in Singapore’s outbound travel. So instead of continuing to play it safe in this overcrowded roaming category, Singtel took a risk and did something no other telco had done before… behave like a travel brand.
We inspired Singaporeans with stories, not price; sold wanderlust, not data – and our bravery paid off. Every 9 in 10 roaming rejectors who saw our campaign became more likely to subscribe to ReadyRoam. Within its first 2 months of launch, ReadyRoam surpassed its sales targets by 50.2% – making it the fastest growing roaming plan in Singtel history and helping Singtel hit its’ 2016 growth targets of +14% more than 3 months before the end of the fiscal year.