giga has been positioned as StarHub’s fighter digital brand. Powered by Singapore’s fastest network, the brand aimed to compete by providing the Best Digital Mobile Experience in the mobile virtual network operator (MVNO).
In June 2020, we launched a series of partially-loaded images on several leading influencers’s Instagram accounts, with a cryptic message embedded in a similarly glitched out style. By masquerading glitched images as regular content, we sought to mimic the frustrating experience of having poor data connection.
24 hours later, the ‘wonky’ posts were replaced with full images and captions to reveal giga’s #ditchyourglitch plan
This also triggered a native ad blitz across all social media platforms – Facebook, Instagram, TikTok and Youtube. Depending on which platform you were on, an ad specific to that channel would be seen. Our TikTok one in particular became a South East Asian case study for TikTok on how advertisers could creatively use the platform as it exceeded all prior benchmarks from other campaigns.
The creative assets alluded to common pain points in everyday usage of mobile data networks, with customers invited to make the switch to giga’s new price plan.
Overall the campaign creatives performed at five times the CPM benchmarks, with 4x higher view completion and 3x engagement rate.
The campaign picked up two nominations at the 2020 Marketing Excellence Awards and won Silver for Excellence in Social Media Marketing.