Instead of advertising the new base plan upgrade with the typical templated list of benefits, we partnered with Circles.Life to create an open letter from their founders (former subscribers of red and green) that resonated with consumers.
Having spoken truth to power, this FPFC ad had an immediate positive effect on numbers, and inspired a flurry of open letters across social media platforms from competitors and other brands.
Having spoken truth to power, this FPFC ad had an immediate positive effect on numbers, and inspired a flurry of open letters across social media platforms from competitors and other brands.
Published in:
The Straits Times (22nd April 2019)
The New Paper (22nd April 2019)
Awards 🏆:
Singapore Media Awards 2019 (Best Use of Print) — Winner
The Straits Times (22nd April 2019)
The New Paper (22nd April 2019)
Awards 🏆:
Singapore Media Awards 2019 (Best Use of Print) — Winner
