Circles.Life, Singapore’s leading telecommunications company, has launched a new brand campaign titled “Live Unhinged,” which celebrates the distinctive ways Singaporeans maximise value in their daily lives. This initiative marks a shift from the company’s traditional focus on price and data, aiming instead to deliver value beyond connectivity through offerings like CirclesAI and Circles Zerofy.
The “Live Unhinged” campaign acknowledges the evolving lifestyle of Singaporeans, who are increasingly juggling multiple passions and side hustles alongside their primary careers. The campaign introduces Circo, a new mascot representing the brand’s innovative and community-driven spirit. Circo will feature in various collaborations, including gaming events, sporting activities, and community-led initiatives across Singapore.
John Huang, Head of Growth at Circles.Life, stated, “The telco category has long been seen as highly commoditised, where brands compete primarily on price and data bundles. To drive meaningful growth, we have to go beyond promotions and rethink how we show up in people’s lives.”
The campaign also includes three key lifestyle offerings: CirclesAI, providing access to premium AI tools; Circles Zerofy, a cashback programme; and the Zerofy Cashback Card, offering 1% cashback on local and overseas spends. Priya Seevaratnam, Head of Brand & Creative, added, “With ‘Live Unhinged’ and the introduction of Circo, we’re evolving how Circles.Life connects with our audience.”
Circles.Life subscribers can access these features through the Circles.Life app, enhancing their digital lifestyle with AI-driven benefits.
