Since 2013, Infocomm Media Development Authority (IMDA) has progressively enhanced the Wireless@SG network by increasing access speeds and hotspots coverage. A significant update was the introduction of an app that helps users configure their SIM devices for automatic connection.
We needed to change the perceptions of former users with regards to their pain points. These include connectivity problems as well as the issue of having to remember their username and password. The main objective was to drive downloads of the app and communicate how their pain points are addressed by the enhancements.
The inspiration for our concept came from B-movie posters that featured close-up headshots with exaggerated expressions. A monochrome treatment was chosen for dramatic effect, which contrasted and made the bold headlines stand out.
A through-the-line campaign was deployed with out-of-homes such as taxis and MRT platform screen doors at strategic stations, to print ads on TTG map and Timeout Singapore as well as digital platforms such as Spotify and social media.