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The More It Rains, The More Data

giga!

It’s Raining Data

giga! Makes You Feel Good Even on Rainy Days.

giga! is a digital telco built on positive experiences, but even in sunny Singapore, rainy days can bring down spirits. The brand aimed to turn this common gloom into a unique opportunity for delight, fostering positive sentiment and driving new user acquisition by making bad weather surprisingly rewarding.

Witness giga’s Generosity with Free Data 

Famous

The campaign was anchored on the insight that there is an increase in mobile phone usage during the rainy season (i.e. on average, when it pours, social media engagement rates increase by 42%) as it brings much inconveniences and gloominess to many Singaporeans. As a fully digital challenger telco that’s all about feeling good, giga and Grey stepped in to flip the conversation – from one that’s showered with complaints to positive vibes only and gave out FREE data whenever it rained to uplift moods when it’s wet and gloomy outdoors. This was launched with an in-app rain-activated data giveaway islandwide alongside weather-sensitive programmatic OOH ads that invited the audience to interact and engage with giga, be it sunny or rainy. 

Effective
  • 14% increment in daily sign up rate 
  • 17.5% increment in daily active users 
  • 4.5M total impressions online and on-ground 
Campaign Asia
“Singaporean mobile company giga!'s cheeky new campaign with Grey is quelling monsoon-boredom one GB at a time.”
Marketing interactive
“giga! chases away rainy day blues with free data.”
Campaign Brief Asia
“giga! and Grey’s innovative campaign gives out free data whenever it pours in Singapore.”
It’s Raining Data - image1It’s Raining Data - image2It’s Raining Data - image3
“Clearly, giga! have channeled the Weather Girls for this campaign with a very modern twist on the hit 'It's Raining Men'. Never one to kick a gift horse in the mouth, Campaign loves a good joy-filled moment, so we're certainly singing along in this rain!”
Campaign Asia
FAMOUSLY EFFECTIVE