Elevate (Singtel)

Instead of using traditional advertising channels, we decided to put together a lifestyle zine that appealed to millennials, provided valuable fitness, travel and lifestyle tips and articles written with journalistic finesse, with the Singtel products seamlessly woven into the articles – once we removed the hard-sell tone, Singtel was seen as a brand that added value and helped improve the lives of our target audience.

We treated this like a real publication, with its own correspondence email address for readers, editor’s note, and articles written from actual interviews and real life experiences. To ensure that the tone of the articles were authentic, we attended events and experienced the vigorous new fitness routine to ensure we capture the authenticity of the activity.

Client: Singtel