giga is a mobile service powered by Singapore’s Fastest Network, Starhub. The brand positioned itself proudly in the mobile virtual network operator space (MVNO) with selling points such as free rollover data and caller ID.
This campaign was a brain-child of the team at PROTOCOL during the circuit breaker period in 2020.
To build buzz and curiosity, the digital campaign was teased with a series of cryptic images posted on selected leading KOL's Instagram accounts. The loading, glitchy images brought intrigue, interest and worry from fans and other KOLs alike.
The glitched out posts were later revealed and used as a launchpad for giga's new #ditchyourglitch plan.
The campaign was extended to TikTok and Facebook, where users are again tricked. These content is tailor made for each platform
The campaign was shortlisted as a finalist in two categories at the Marketing Excellence Awards.
- Excellence in Brand Awareness
- Excellence in Social Media Marketing
We walked away with a silver in Excellence in Social Marketing .