From breakups to new beginnings, Singtel brings a love story to life through the power of connection.
In a crowded telco market where competitors focused on specs and promotions, Singtel took a different route. Instead of joining the price war, it let its Home Fibre Network performance tell the story.
Titled Goodbye Hello, the campaign was directed by acclaimed filmmaker Boo Junfeng.
It told a modern love story between John and Emily, showing how Singtel’s fast and reliable fibre network kept them connected no matter the distance.
The campaign unfolded across films, social content, press ads, and a dedicated campaign site, proving that in a world of fleeting connections, some are built to last.
The campaign site brought John and Emily’s relationship to life through interactive moments. Viewers could explore Emily’s new apartment in New York, meet her kitten, and sing along with John.
These immersive experiences wove Singtel’s Fibre offerings into the narrative, showing how a stable connection keeps relationships strong.
The campaign struck a chord with audiences and became one of Singtel’s most popular films.
It racked up over 2 million views on social media and was shared more than 4,000 times on Facebook alone.
By focusing on real-life connections instead of tech specs, Singtel set itself apart from competitors.
It proved that a fast and reliable network is more than just speed. It is what keeps people together.