Client: Singtel

Agency: Ogilvy Singapore

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.

The packaging was made to look like that of a cool design magazine found in hipster bookstores. Each copy of Elevate was packaged in a silver ziplock sleeve and had its own mini button badges as gifts.This was the first time a telco had decided to invest in creating a zine for millennials. The first test run of 200 copies were placed in local gyms and got snapped up in the first day. The next day, gyms called and asked for more, resulting in a second print run that very first week. Another 800 copies were produced and snapped up within that week. Elevate was so well-received that Singtel has decided to make it a bi-annual issue.