M1: Dawn of an era with M1's new brand

M1, a telco company, increased positive sentiment surrounding the brand in Singapore by hosting a brand relaunch event.

The assignment

Over the past few years, 25-year old local Singapore telco M1 has started to face headwinds due to increased competition, the emergence of new mobile network virtual operators in the market and consumers becoming increasingly digital. In late 2020, M1 suffered through several outages, which led to a number of , eroding brand and consumer confidence. On top of that, M1's usual style of communication with media was often traditional, mainly through press releases and corporate announcements.

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