Sim Lim Square
Batam Ferry Terminal
121 Sims Avenue
Harbour Bay Ferry Terminal
Batam Fast Ocean Raider
To build brand consideration of Singtel’s prepaid card to their target audience: foreign workers in Singapore and international tourists, especially frequent travellers between Singapore and Batam.
Featuring their ad on Mustafa Centre’s huge glass facade, the Singtel billboard is unmissable to foreign workers, tourists, and locals alike. The giant retail mall operates 24 hours and is a shopping haven surrounded by mobile shops and Indian restaurants. Thus it is a great location to target especially the Indian foreign workers who frequent the area after work and on weekends.
Singtel also placed their ads at Harbourbay and Batam Ferry terminals which are the best places to reach out to Indonesians coming to Singapore or Singaporeans looking for a quick weekend get away. Ferry departure areas provide an excellent captive environment while travellers wait for ferry arrivals.
Head-rest advertising by Singtel inside the ferries are also the best way to promote their data services as the travelling time between Singapore and Batam can be between 45 to 60 minutes with no mobile signal for some of the way.
Through these outdoor advertisements, Singtel has been able to maintain their position as a top telecommunications service company in Singapore. Its objectives to reach foreigners and foreign workers have been highly effective due to advertising at strategic locations.