BRIDGING DIVIDES WITH APPLE AND SINGTEL 5G.
As Asian cultures tend to avoid expressing affection, some connections, particularly those within the family,often appear eroded or absent. The struggle is further compounded by how life seems to get in the way of our attempts to re-establish that shared bond.
This gave rise to an opportunity for us to demonstrate how Apple's iPhone 13 Pro
can bridge that divide powerfully with Singtel's 5G network.
THE CHALLENGE
Singtel was thought of as old-fashioned, particularly with younger audiences.
Despite having the superior network, 5G plans had little perceived differentiation, with consumers picking telcos offering cheaper plans. Consumers were thus less incentivised to get their new iPhone with any particular 5G network.
THE STRATEGY
When 5G was first introduced, the promise of overly futuristic applications was not as effective in communicating 5G’s relevance to the way we live. Hence, we had to demonstrate how Singtel 5G with Apple’s ecosystem of products could help bridge great divides and connect families — in contrast to how technology is often portrayed to get in the way of familial connections.
THE IDEA
Steering away from the traditional approach of demonstrating technical prowess,
we created an emotive, heart-warming film that would reframe the value of Apple and Singtel. Tapping on nostalgic and uniquely Singaporean family moments, we tugged on the heartstrings, showing how Apple and Singtel bridges connections to make family moments more powerful.
Our story depicted a father-son relationship that has seemingly taken a backseat as the son juggles his career and family life. But it's then revealed that the connections were never lost, as he is able to make his dad's birthday a memorable one. All, achieved remotely via Apple's Shareplay feature and Singtel's 5G network.
