Singapore — Circles.Life has introduced a new mascot named Circo, aiming to reflect the vibrant and unconventional Singaporean spirit, as part of its “Live Unhinged” campaign.
This campaign speaks to a generation that values diverse identities. Many Singaporeans are not just identified by their day jobs; they juggle side projects, join hobby groups, and get involved in community events. Circo symbolizes this dynamic lifestyle and aims to engage customers in exciting, real-world experiences rather than just through traditional advertising.
The campaign also showcases Circles.Life’s growing ecosystem, which includes tools like CirclesAI and the Zerofy Cashback Card. This expansion highlights the company’s goal of providing value beyond just data plans.
John Huang, Circles.Life’s Head of Growth, emphasizes a shift in the telecommunications market. “The telco space often focuses on competition through prices and data packages. We want to go further and truly connect with people,” he says. This is a response to a 2022 survey by Statista, which revealed that 67% of consumers prefer brands that engage with their communities.
Priya Seevaratnam, Head of Brand and Creative, adds that with Circo and the “Live Unhinged” vision, Circles.Life aims to weave itself into the fabric of the community, being approachable and highly relevant.
Circo will make appearances at various community events, including gaming tournaments, sporting activities, and food events across Singapore. It’s an exciting way to bring people together and foster a sense of belonging.
Overall, Circles.Life is rethinking connectivity, not just as a service but as a community-driven experience. You can learn more about the campaign here.
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Campaign,Circles.Life,circo,singaporean lifestyle,live unhinged,john huang,priya seevaratnam,Singapore
